The Dubai Design & Fashion Council had been set up in 2014 on the directive of UAE Prime Minister Mohammad Bin Rashid to develop Dubai as the region's design capital.

With an impressive board of directors in place, and a new CEO to run the government body, plans include attracting companies in the design industry to locate to Dubai, build touristic destinations and nurture locally-based designers.

CHALLENGE

Unlike traditional commercial brands, industry bodies like this have a greater challenge expressing what they do — to niche and mass audiences alike. Having worked closely with Dubai Design District, we had come to understand the challenges for the industry as a whole, and the opportunities for the regional design sector. With the council focused squarely on a non-commercial long-term mandate to build the city as a true centre of the industry in the coming decade, we approached the project with a different strategic lens.

APPROACH

Our initial project brief was to articulate the strategic purpose and promise of the body, and develop a brand strategy - including a framework for future sub-brands owned or managed under the parent brand of the council. We recommended the brand remain a subtle patriarch while it’s various initiatives set the tone, embodied its mandate, and created recognisable impact. To develop the strategic messaging, we undertook several brainstorming sessions with the core council team, then engaged with the board of directors with several workshops to help refine our recommendations.

RELATIONSHIP

While the brand identity of the council has been developed by another agency, our on-going remit with the council remains more strategic, advisory as well as tactical - covering a broad range of initiatives and long-term plans. We are engaged with the client as hybrid consultants.