It is observed that the tendency of current housing production in Istanbul that especially targeting the middle and upper income group, is directed towards on the gated brand housing projects. These projects, on the one hand, change the urban morphology and the character of the city with the location choices and architectural features while on the other hand they affect the socio-cultural structure by their lifestyle promise, in other words they affect people's demand of housing and expectations from a house. The relation of capitalism-globalization-urban which are the trigger elements of this change, also the consumption-oriented lifestyle and the large-scale projects that have emerged as a result of this relationship, the role of the real estate market in the process, class disintegration based on purchasing power and, 'housing' as a sign of this disintegration, are compose framework of this research. The aim of the study is, to examine the change of residential culture that presented with especially the houses produced in Istanbul after the year 2000 and, to analyze this change comparatively over advertising slogans of brand projects that produced especially as a gated community sites. As a result of the analysis and interviews made within this context, it was aimed to define the reasons for preferring these projects by the city dwellers, the new urban texture and city identity emerged by the project location selections with, reveal the characteristics of urban dwellers' identity which is identified through highlighted slogans in the marketing and sale of these houses.