Idea
We defined innovation, protection, and connection as core values to help Dubai Police support the city’s vision of a happy, tolerant, and safe society. Rather than relying solely on technology, we focused on the importance of human interaction in delivering the Dubai Police’s contribution to this vision. The brand strategy was visually represented through three connected circles, symbolizing happiness, connection, and protection. The smile within the circle reflected the idea of a welcoming and future-focused police force, reinforcing their role in supporting a harmonious society.
Insight
Dubai is focused on growth through happiness, with HH Sheikh Mohamed bin Rashid Al Maktoum emphasizing that happy people contribute more to both the economy and cultural development. Aligned with the Dubai Plan 2021 and the UAE Vision 2071, where Dubai was the first to establish a national strategy for happiness, we identified a key role for the Dubai Police. By fostering happiness, the Dubai Police can positively influence both the population and the reputation of the government, empowering the community to find joy in everyday life while contributing to the nation’s goals.
Impact
The evolution of the Dubai Police brand preserved its distinctive color system while modernizing it to signal readiness for future generations. The updated brand was widely praised by Dubai residents, reflecting values of innovation, connection, and protection, promoting a happy and safe society. These principles have become integral to Dubai Police culture, visible across all touchpoints. Since launch, the brand’s popularity has significantly increased, with engagement metrics on social media showing a marked rise in positive sentiment and interactions, contributing to enhanced community trust and alignment with Dubai’s Vision 2071.
