Background: DNATA is one of the world’s largest air service providers offering ground handling, cargo, travel, and flight catering services across five continents. DNATA, inaugurated in 1959, serves over 75 countries, 78 airports, 245 airlines, and handles 810 flights, 222,000 passengers, 5,500 tons of cargo, 320,000 meals per day.

Deliverables: Our assignment with DNATA was part of an initiative with our collaborative partner agency, Brash Brands, and focused on the conceptualization, development and rollout of the ‘ONE DNATA’ corporate identity and marketing engagement program with their ‘Business To Government’, ‘Business to Business’ and ‘Business to Consumer’ audiences. At the core of the assignment was to create and deliver brand image/DNA which allowed the DNATA staff to be proud of being a part of this long standing Dubai-based institution and get the business ready for the challenges ahead prior to Dubai 2020.