DUBAI AIRPORTS

Transform Dubai from the aviation centre of the Middle East to the aviation hub of the world. An easy task given Dubai Airports operates both Dubai International and what will become the world's largest airport, Dubai World Central at Al Maktoum International.

The challenge lay in respecting the heritage of the region, while simultaneously delivering the new brands as a vision for the future, which we realised through manipulation of old mosaic patterns into a modern and dynamic globe symbol.

Identities were developed for Dubai International and Dubai World Central at Al Maktoum International, as well as Dubai Airports, who provides management for both airports.

A brand architecture was developed and identities designed for a wide range of sub-brands operating under each airport, including Cargo City.

The new identity was launched in a spectacular event involving an interactive trade stand, extensive signage, gala dinners and events as well as a host of printed collateral and merchandise.

The Broader Visual Language we developed, extended the futuristic mosaic theme and maximised this sense of 'global hub', as reflected through kaleidoscopic patterns.

Such was the strength of this kaleidoscopic language, it was able to be communicated throughout all two-dimensional and three-dimensional mediums.