The independent reference for a Dubai property decision.
withlida is an independent Dubai real-estate publication for the analyst Lida Moghaddam. It publishes honest verdicts, decision frameworks, and original data on developers, areas, and projects, with no listings and no brokerage sales pressure. I designed and built the publication and the system that runs it.
The analysis the portals never publish.
Property portals own the listings for every Dubai developer, area, and project, but no one publishes the independent analysis a buyer actually needs. withlida fills that gap with dated verdicts and original data, credibly serving buyers, sellers, and investors at once.
It runs on the same publication architecture as the rest of the group: a fast reader site and a separate worker that handles content, data, and the newsletter.
- Client
- Lida Moghaddam
- Sector
- Dubai real estate
- Year
- 2026
- Role
- Design & build
Trust is the product in a market full of sales pages.
Almost every Dubai property site exists to sell you something. The challenge was a publication whose neutrality is the whole value: it had to read as independent, present original data credibly, and serve buyers, sellers, and investors without picking a side.
What I built, and how it came together.
A full publication: reader site, content system, and newsletter.
A fast, editorial reader experience backed by a separate content and data layer, with developer, area, and project analysis as first-class sections.
A small number of moves, each one shipped.
Each stage shipped its own deliverables, so the work stayed visible and correctable before the next one started.
Design the voice
An independent, analyst-led identity that reads as a reference, not a broker.
Build the publication
Reader site plus a separate content and data layer for analysis and newsletter.
Structure the analysis
Developers, areas, and projects as first-class, searchable sections.
Launch and grow
Custom domain, newsletter capture, and a publishing cadence.
A closer look at what shipped.
An independent voice in a market that lacked one.
withlida launched as a genuinely independent reference for Dubai property, with original analysis on the developers, areas, and projects buyers search, served credibly to buyers, sellers, and investors alike.
Independent
no listings, no sales pressure
3
readers: buy, sell, invest
Data-led
original analysis, dated verdicts
Start with a short call. Straight answer either way.
Tell me what you are trying to ship. We scope it, price it, and decide the right way in.
One letter, every Sunday. Working systems, not hot takes.
Build logs, working systems, and field notes from running a portfolio of AI ventures. Sent weekly, never more.