When Dubai’s Roads and Transport Authority set out to unify its brand, audio was a key priority. Working with MassiveMusic, it built a stronger brand experience through sound, winning a Transform Award in the process...
Articles
Brand in action: Dubai Airports
At the crossroads of the world, the Dubai Airports rebrands and launches a group-wide internal initiative to revolutionise travel through the hub location Who: Dubai...
Dubai International Airport rebrands as cultural hub
One of the world’s busiest airports repositions as a centre for culture, hospitality and entertainment. Dubai International Airport has unveiled a rebrand by design c...
Emirates named UAE's best-received brand for third year
For much of the UK population, exposure to the Emirates airline brand results from a 2007 sponsorship agreement with Premier League football club, Arsenal F.C. As a result, the ‘Fly Emirates’ logo has become engrained...
Endpoint field guide to the built environment: Dubai Tram
The Dubai Tram was a massive physical infrastructure project that required a considered approach to the design of the built environment, wayfinding and signage in order to bestcommunicate with the tram’s users. Britta...
Smart, social and segmentation: Dubai Lynx, Day 3
In the Minority Report, Tom Cruise’s character walks through a fictional future city and is recognised at places like the Gap and targeted with a personalised, computerised video advert at the entrance to stores. Desp...
Defining innovation: Dubai Lynx, day 2
"Innovation is doing things differently in order to do them better," says JR Little, head of innovation at Dentsu Aegis agency Carat. That sentiment defined the second day of the Dubai Lynx festival....
Going glocal: Dubai Lynx, day 1
It's no secret that brands are interested in the Middle East. Western retailers and luxury brands have jumped on the new opportunities to provide unique experiences to discerning audiences, B2B companies have expa...
Fashioning new luxuries
In recent years, the retail market has transformed economies in the Middle East, attracting a plethora of tourists to its malls in search of luxury while providing employment for its citizens....
Debating brand in Dubai at Transform’s Middle East Brand Summit
An event in Dubai provides a unique opportunity for leading professionals in the branding industry to share experiences and insights with their peers. Transform magazine’s second branding awards in Dubai will be preceded by a first...