DEWA was a company that was intertwined with life on a daily basis in Dubai, and held a solid reputation both in the region and globally.
After a re-brand in 2009, DEWA’s brand took a great leap forward, moving from product to benefits. The emphasis on sustainability provided a strong basis on which to move forward. However, it was felt that the brand execution had not yet brought to life the brand potential. Three years on, DEWA had a great opportunity to breathe more energy into the brand idea and evolve its execution to match its world-class operations. Thats where Brash came in.
Dubai Electricity and Water Authority (DEWA)
We needed to evolve the DEWA brand foundation via a holistic strategy that reflected the future of the organisation, and harnessed the opportunity to reposition the brand towards an emotional customer centric approach.
Therefore, DEWA’s big idea was “Cherished Prosperity”.
A brand idea around this was created from DEWA playing the role of enablers for the prosperity of generations. This encompassed activation ideas around ‘everyone’s energy’, which fed through to our supporting brand values, personality and brand architecture.
Along with a new brand idea, we needed a new way of executing the brand. So, we developed a clean and fresh approachable look and feel to roll out across all internal and external touch points. The result? A brand that reflected the ambitions and success of a company poised to take its place on the global podium.