National Program for Happiness & Wellbeing

Xische was invited to craft a new narrative, brand identity and communication strategy to support the next phase of the National Program for Happiness & Wellbeing to prioritize wellbeing and cultivate happiness for our society.

INSPIRING A WELLBEING MOVEMENT

The National Program for Happiness and Wellbeing is the latest chapter in our leadership’s continual commitment to quality of life for our nation. It holds that the higher purpose of our government is to promote the happiness of our society. Working across government and in collaboration with the private sector, NPHW is leading a paradigm shift to embed societal happiness & wellbeing into the daily practice of government for the UAE.

The new brand mark of the National Program for Happiness and Wellbeing is a symbol of the oasis and wellbeing that the UAE has been cultivating for generations, inspired by the work and philosophy of the late Sheikh Zayed, the founding father of the UAE. The logo evokes the date palm that is the heart of the oasis. Fronds representing each of the seven emirates coming together make up the brand of each frond, reminding us that happiness and wellbeing require us all to work together and support each other. Our journey to happiness and wellbeing is an ongoing one, and the logo mark captures Happiness and wellbeing is a national movement, always progress forward, which is captured by the clockwise rotation of the symbol. 

THE NATION’S HIGHER PURPOSE

The National Program for Happiness and Wellbeing seeks to inspire our nation’s communities and the government to prioritize wellbeing and cultivate happiness. As a part of our remit, we collaboratively crafted a new statement of purpose and key message house to support the program as it enters the next chapter of its mandate to instill happiness and wellbeing into the daily practice of government here in the UAE.