Smart. Secure. Together.

Dubai, UAE

Around the world, police forces are the forward-facing vision of their government. Their actions affect how people feel about their government and what they feel their government is trying to do. Over the past decade, Dubai has innovated, thought big, stayed ahead - and is now looking to build the happiest place on earth. Inevitably, the wider role of the Dubai Police has shifted to keep up with the global changes in law enforcement and the ever-evolving nature of Dubai. Brash was appointed to help define, communicate and deliver these changes.


Dubai is focused on growth through happiness as HH Sheikh Mohamed bin Rashid Al Maktoum believes that happy people are able to contribute more to the economy and to the cultural growth of the nation.

With the Dubai Plan 2021 and the UAE Vision 2071 in mind, we identified a clear role that the Dubai Police could play. They alone can deliver happiness across all the pillars of Vision 2071. By contributing to the happiness of the population, the Dubai Police can positively impact the populace and the reputation of its government, protecting and empowering its community to find joy in the everyday.


Defining Innovation, Protection and Connection as driving values for the brand to enable development of Dubai’s happy, tolerant and safe society - we recognised that it’s not technology but human interaction that defines how the Dubai Police contributes to Dubai’s vision.


We evolved the brand’s expression, preserving its unique and ownable colour system but modernised it to signal change and readiness for a future generation.

The new brand, which was received extremely positively by the residents of Dubai, reflects the values of innovation, connection and protection - promoting a happy, safe society. These values are being embodied as part of the Dubai Police culture and delivered across all touch points. Since launch, popularity of the Dubai Police Department increased significantly which was measured through social media coverage.