We needed a new brand system to reflect the growth story of one of the oldest established government departments in the Emirate dating back to 1966.

The United Arab Emirates represents a bridge between the East and West due to its distinctive geographic location. Research proves the region of Abu Dhabi was a thriving port for over 5000 years as a center for active trade with the Indian subcontinent.

Abu Dhabi Customs has continued to steer towards becoming a world-class customs authority driving change to enhance security and facilitate trade, adopting advanced technologies in context of the Fourth Industrial Revolution.

crafting a powerful symbol

Guided by the leadership at Abu Dhabi Customs, we explored over 30 different visual routes to best encapsulate the primary essence of the role of the authority. We eventually distilled the complexity of roles into one simple idea — the 3 primary roles as gateway to Abu Dhabi: air, land and sea.

CREATING A BRAND SYSTEM

Anchored in a contemporary and inviting primary brand color reflecting the hues of the Abu Dhabi’s natural landscape, we picked a typographic combination that was as aspirational as it was functional across over 1000 touch-points the brand was already visible. The brand system was developed to be modular, functional and timeless in its clean design sensibility, allowing a broad impact across both digital and physical touchpoints across the Emirate of Abu Dhabi.

AWARDS & RECOGNITION

We are proud to see our work for Abu Dhabi Customs win the UAE Campaign of the Year - Customs award at the GovMedia Conferences & Awards 2024 for transformative corporate identity rebranding, setting a new standard in the customs sector.

“The rebranding effort was not merely cosmetic but strategic, leading to a significant boost in the organisation's visibility and prestige. The campaign's success was mirrored in the broad media coverage and the substantial advertising value equivalent it generated, evidencing the effectiveness of the branding strategies deployed. These efforts were pivotal in positioning Abu Dhabi Customs as a world-class authority, reflected by the accolades received during the period.”

Moreover, the rebranding initiative had a profound impact on the organisation internally. It fostered a sense of pride and unity amongst the employees, aligning them more closely with the organisation’s vision and underscoring its commitment to excellence and innovation.

On the industry front, Abu Dhabi Customs' new identity has set a benchmark, potentially inspiring other players in the sector to undertake similar initiatives. The dynamic and adaptable nature of the new brand positions Abu Dhabi Customs well to proactively respond to evolving market demands and maintain its reputation as a forward-thinking and agile organisation.

— Gov Media Conference & Awards, Singapore