We were appointed by the Office of the Brand of Abu Dhabi to oversee the development of the Abu Dhabi brand, working in partnership with the Executive Affairs Authority and M&C Saatchi.
An extensive local, regional and international perception study was conducted to understand how Abu Dhabi was perceived by citizens, residents and visitors, with the resulting insights used to create a unique brand position that was built around the principle of ‘respect’.
The resulting brand identity was designed to offer a modern interpretation of the Emirate’s heritage; with ‘Abu Dhabi’ written in traditional Arabic calligraphy and contained within a distinctive cartouche, inspired by the shape of a Dhow sail. We also created a unique Arabesque English typeface, to offer an immediate sense of place.
Once launched, we continued to work alongside the Office of the Brand of Abu Dhabi (OBAD) and the Abu Dhabi Tourism Authority (ADTCA), to supervise and guide the brands activation and implementation.