From Tech to Human
Smart Dubai needed a brand their stakeholders could connect with and could associate with, so there was the opportunity for the business to define and share a purpose their audiences could relate to and then delivering it through experiences.
Together with a very ambitious client team we defined the brand purpose, wrote the brand story, articulated a set of brand beliefs and personality traits, merged the whole organisation from 3 distinct entities into one removing silos as we delved deeper into the business, developed a bold and connected expression, re-organised their entire product and service portfolio, established a new design language for their product offers and delivered a 200+ employee engagement programme that together set up the brand on a new path and new and deeper relationships with their audiences.
As the new driver for the brand and the business the new brand purpose for Smart Dubai, ‘Inspiring New Realities’ was designed to help the business move from policy maker to an inspirational force in people’s minds, and so ensure the brand was not just seen through its new expression but also truly felt through the brand’s actions, resulting in the brand forging deeper relationships with all of its stakeholders.
Impact
The new Smart Dubai brand launched in April 2018 and within a few weeks had increased it’s level of awareness across the city four fold.
