Extensive Ethnographic research on Emiratis was done, commissioned by Brash and was the bedrock of the strategy and brand expression.
The challenge was to define a brand that would provide the UAE residents with lifelong learning opportunities, in support of national objectives and local community needs.
Abu Dhabi National Libraries
Abu Dhabi, UAE
Understanding social contexts, subject matters for interaction, means of interaction and venues was key. The importance of ADNL in the future growth of its people, moving from consumption to creation and from origin to destination was captured in the concept ‘river of ideas’ using the metaphor for the library is a river.
For Abu Dhabi National Library, we wanted to reflect the variety of ways library visitors access knowledge. With the brand idea “River of Ideas,” we captured the spirit of discovery, and also deeply routed in the Emirati way of life, which is the flow of knowledge from one generation to the next. Even the remotest parts of Abu Dhabi now benefit from ADNL’s vision of technology-based learning.