Background: As an integral component of the ‘Long Term Dubai Strategic Plan’, Dubai International Financial Centre is now targeting to grow by a factor of 3X during the next 10 years, and play a central role in driving the contribution of the ‘Financial Services Sector’ from 12% to 18% of the Dubai GDP in the process.Central to the strategic role of Dubai International Financial Centre are the major attractions as to why international financial institutions, insurance and re-insurance, wealth management, and legal firms would choose Dubai as their Middle East hub. We have this as the value proposition and have coined it “Advance. Engage. Enjoy”. The value propositiion combines business prosperity, community engagement and lifestyle factors within Dubai International Financial Centre as the core message.

Deliverables: Our assignment with Dubai International Financial Centre has both a strategic and creative component, which helped define the strategic platform (Advance. Engage. Enjoy), align the brand identity for design improvement and consistency in application as well as the full spectrum of creative materials’ design and production.