Resolving legacy brand challenges in order to lay out an optimal future path
Dubai’s public sector embraces hundreds of entities, bodies, initiatives and organisations. Over time, a laissez-faire approach to branding these had led not only to a ‘blizzard of multiple logos’, but also to confusion and inconsistency over ownership, accountability and structure.
Following a stalled previous attempt to untangle this, stakeholders were eager for solid and strategic resolution.
Government of Dubai
In a massive exercise, we unpicked everything, then stitched it all back together, delivering three key tools:
First, we created an overarching philosophy. This links everything Dubai’s public sector stands for, and can be shared by all entities.
We then wrote complementary brand ideas & narratives for the Government of Dubai and The Executive Council, both stemming from this overarching idea.
Finally, we constructed a full brand architecture and brand governance solution. This deﬁnes and regulates clear endorsement and association principles and rules, for every single Dubai public sector brand to adopt.
This vital project enabled Dubai to reset its approach to public sector branding, in order to now move forward with a clear, consistent and compelling system and offering.