Insight
To clarify purpose and optimize buy-in, Brash reviewed the business’s vision and mission, inside out. Virtually all people and goods entering and exiting the UAE come by air, made possible by dnata’s employees—a unique role instilling pride, purpose, and responsibility. dnata needed to communicate this to employees, as the brand wasn’t supporting its leaders’ ambitious vision.
Impact
We modernized dnata’s logo for flexibility, created a fresh tone of voice for both airline services and travel, and designed new uniforms that employees now wear with pride. Seven years on, dnata has received global awards, seen significant productivity gains, and elevated brand reputation. We continue as brand guardians, overseeing ongoing development.
