A significant milestone for Deira Enrichment Project, as five of the 20 districts in Phase One open to the public this summer. Working with Investment Corporation of Dubai, we proactively repositioned this scheme away from normal ‘development’ concepts, innovatively reframing it as a programme of enrichment for one of Dubai’s oldest districts, and a celebration of Deira’s role in the past, present and future of the city. Great to see progress forging ahead: Phase One covers 55.7 hectares, and features shops, offices and residential apartments.

Even during lockdown, the global synergies that underpin our business have continued to thrive. For example, we’ve been busy branding an incredible residential project in London; the most expensive property the city’s ever seen. We worked with the architect on that scheme, New York’s Robert Stern, previously – on the unforgettable Barkli Residences towers in Moscow. And right now we’re about to start work on another super-prime Moscow development… Proof that connections continue to make the world go round, no matter what happens.

It’s great to see green shoots of recovery in the tourism and hospitality sector. Like many others, we’ve spent lockdown daydreaming a destination wish list – and Maia Luxury Resort & Spa in the Seychelles is definitely on ours. In fact, it was exactly six years ago this week we workshopped the new customer experience strategy with the Maia team, a project that’s gone from strength to strength ever since. Just before Covid-19, Maia was named one of the world’s Top 25 Secret Hideaways by Condé Nast Traveller – a deserved accolade, though now we’re worried it’s on everyone’s post-lockdown wish list…

Another positive step forward, this time in Qatar. The public website for the 38km² Lusail City project has just launched; a major milestone that reflects the country’s growing return to ‘all systems go’. This project – which includes a stadium set to host the World Cup 2022 opening ceremony – was worked on by our London team during 2018–19, and we’re delighted to see it progressing so well.

Read our full case study here.

When one of the world’s best-performing private equity groups came to us with a vision for a world-class integrated residential and wellness destination, we were able to help on two fronts.

Firstly, we developed the positioning and identity for their first project – a destination set to start a fresh and transformational chapter for the Italian Riviera.

Secondly, we also helped them set up a dedicated development company. We crafted the positioning and identity for Marina Development Corporation (MDC), an enterprise focusing on developing and re-developing marinas. Orchestrated by a global team, MDC will enhance local communities and create legacies for future generations by uniquely combining prime real estate, wellness and lifestyle offerings.

Brash turns 13 this week. We began on May 2007.

In some countries, 13 is unlucky. But as a global company, we know that’s not true everywhere.

For example, we’re currently working in Italy, branding an incredible new riviera destination. And in Italy, 13 is lucky. Fare tredici – ‘to do 13’ – means to hit the jackpot.

That kind of twist – unexpected, inspired by local insight – is a typical Brash approach. Because we’ve always looked to challenge conventional thinking; being brave, sharp and personal at every step of our journey…

Our first-ever project was the world’s tallest building.

We’ve become the only global agency headquartered in the Middle East. Since 2012, we’ve had a second hub in London

And we’ve also opened satellite offices in Hong Kong, Australia and India.

We’ve continuously improved and innovated our product and processes – for example, partnering with Tata Elxsi and Oxford Business Group, acquiring Hooper…

And if we have been lucky, it’s in the incredible people we’ve met along the way…

Because – now more than ever – it’s people that matter.

How might our creative inspirations, approaches and ambition change – as individuals, organisations and society? To debate this topic, our Founder and CEO John Brash recently joined a discussion panel hosted by the Canadian Business Council in Dubai.

Watch here:

For many brands, Covid-19 has meant fundamentally changing who they are.

For some, however, these challenging times are actually demonstrating the long-term robustness of their brand vision. That it’s fit for purpose, even now.

In 2017, we developed a brand strategy for Dubai Police focused around three pillars: innovation, connection and security. The aim was to shift perceptions, so that people appreciated the police aren’t about rules and punishment; they’re here to help citizens and communities lead happy, safe lives.

As nations around the world have grappled with this ‘new normal’, Dubai Police have been visibly at the forefront – and visibly living up to that vision.

Smart helmets that automatically enable thermal scanning. An online smart permit system up and running within hours. An SMS alert system that integrates with the driving systems of popular car brands like BMW and Mercedes.

Almost every day has seen another proactive, positive step from an organisation that is truly driven by its desire to ensure happy, safe lives, whatever the challenge.

While we’re proud to have been part of this story, we’re even prouder to witness our national police force now leading the way like this.

Our strategic partner Oxford Business Group has been tracking how the most promising markets across Africa, the Middle East, Asia and Latin America are being affected by the Covid-19 pandemic, and what actions governments and private businesses are taking to mitigate challenges and ensure their long-term growth story continues.

John caught up with Oxford Business Group’s Editor-in-Chief, Oliver Cornock this week, about the impact of Covid-19 on the creative and branding sector, as well as whether some of the changes we’re experiencing in the way we work and do business might be here to stay. Click here to listen to the podcast.

A new destination characterized and unified through world’s largest cantilever; The Link. Beyond its breathtaking and unrivaled 360 views of the city, it houses an iconic mixed-use luxury lifestyle community strategically positioned between the old and new business districts of Dubai.

Ithra commissioned Brash to create a name and a brand to capture the ambition, innovation and the pioneering spirit of both Dubai and Ithra. The brand idea ‘Outwardly inspiring, Inwardly Alluring’ promises an elevated and magnetic experience that is welcoming, appealing and cosmopolitan. Positioned as ‘the gate to Dubai’ it will become the new residential, business and leisure destination of choice for those who are shaping the future.

The expression of the brand echoes the ingenious architectural masterpiece and underpins the brand idea through use of radiant colours and alluring patterns.

Brash is proud to be part of shaping such a significant flagship development and extremely excited about the brand coming to life… watch this space!