Xische was approached by Dubai Holding to deliver market advisory and brand strategy support for the Dubai Technology and Media Free Zone Authority (DTMZA) in the wake of the leadership’s strategic decision to focus attention on design and innovation.

DEFINING THE OPPORTUNITY FOR CHANGE

To establish a baseline brand positioning from which to create a seismic shift in perceptions and attitudes towards design and innovation-led economy in Dubai, Xische & Co. conducted extensive stakeholder interviews to identify root causes, beliefs and misconceptions of the existing client brand (DTMFZA). From this vantage point, Xische recommended a competitive re-branding to accelerate the shift toward the creative economy, rooted in both narrative and visual brand enhancements.

CREATING A NEW NARRATIVE

Xische prepared a new positioning strategy and brand narrative for the free-zone authority, beginning with a new name - the Dubai Creative Clusters Authority - vision and mission to encapsulate and motivate the strategic shift.

BRAND IDENTITY FOR CREATIVE CHANGE

Xische then prepared a unique visual identity for the authority that expressed both weight, credibility and authority as well as the counterpoint innovation, creativity and disruption. The dual nature of the shape, unifying both circle and square shape in an infinite objective, established an iconic visual style for the authority that was then extended to its free-zones.