When new quad play communications company, du, entered the United Arab Emirates telecoms arena, it had a tough challenge on its hands. It was launching against the national telecoms operator, who up until now had enjoyed complete market monopoly.
Our first step was to create a customer experience-based positioning of ‘du something better’. With a strong and vibrant new message of intent, du was well-placed to make an impact in the market as the challenger brand to watch.
We created a warm and vibrant, multi-coloured identity, helping to reflect the company’s wide breadth of products and services, and the diverse customer base of the UAE. The next step was to partner with du’s marketing team to roll the brand out across its corporate and internal communications launch.
The du brand has gained prominence well outside its own arena. It’s won several brand awards including the best brand at the World Telecoms Awards and come runner up in Design Week’s Benchmark awards.
We were tasked, firstly with developing a new brand identity for du and secondly, launching it as a new player in the telecoms market.
Our first step was to create a customer experience-based positioning of ‘du something better’. With a strong and vibrant new message of intent, du was well-placed to make an impact in the market as the challenger brand to watch.
We created a warm and vibrant, multi-coloured identity, helping to reflect the company’s wide breadth of products and services, and the diverse customer base of the UAE. The next step was to partner with du’s marketing team to roll the brand out across its corporate and internal communications launch.
The du brand has gained prominence well outside its own arena. It’s won several brand awards including the best brand at the World Telecoms Awards and come runner up in Design Week’s Benchmark awards.
Moreover, we’ve watched it grow to become an established player in the Middle Eastern telecoms market with more than two million customers.
Launch Event
Packaging
Vehicle Livery
Brand guidelines
Product cards
Store design concept
Store design concept
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