Dubai City, United Arab Emirates
The idea for this destination brand is to bring the human desire of care and belonging into the heart of an evolving center. The animated brand mark represents the constantly evolving space within and around the city of Dubai. The look and feel uses warm and natural materials and the tone of voice provides the audience with a clear voice. Naming and colours create a clear zoning principle to easily identity different parts of the city. A physical amphitheatre defines a landmark destination to host cultural events. The digital and physical spaces create opportunities for people to fully engage with the brand.