Dubal Holding has been investing in the future of Dubai, the United Arab Emirates and world beyond, since it was formed in 2014.
A wholly-owned subsidiary of Investment Corporation of Dubai, our mandate was to rebrand and reposition Dubal Holdings narrative and visual communications in time for EXPO 2020 Dubai for maximum exposure.
Through a fully integrated strategic process, we conducted stakeholder workshops and developed a framework from which we were able to changed the corporate communications narrative from one that talked about their input, i.e. how much they invested etc, to one that championed the output of their investments, i.e. how their investment benefitted Environment social governance (ESG) on the whole.
With efficiency and sustainability front of mind, we made refinements to the logotype that ensured a legacy but repositioned as a modern contemporary brand that was ready for digitalisation and high performance.
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Click video below to see the transitional development
The foundation of the brands Look & Feel was devised through the creation of an animated sequence that echoed familiar industrial processes (Nuclear, Hydro, and Wind). This art direction was not only fluid and dynamic, but appreciation of their earlier existence in aluminium smelting. Millions of tiny aluminium balls created a world of energy and endless possibilities.
Brand Animation
Look & Feel
Mixing industrial imagery with local, environmentally conscious landscape imagery grounds the brand’s communications and helps to change perceptions about industrial infrastructure damaging our environment – to one that protects the fragility of our indigenous landscape and world beyond.
The mono-spaced logotype was crafted in both English and Arabic which allowed us to develop a systematic grid system - dictated by the logotype’s scale within application.
Applications
EXPO 2020 Dubai launch animation