Office of the Brand of Abu Dhabi
Project title: Branding Abu Dhabi
The brief
Abu Dhabi is the largest Emirate in the UAE and contains the capital city. Despite this the world has begun to recognise the UAE through the image of Dubai. The task was to develop an independent identity which would serve as the brand for Abu Dhabi in all materials for use both within the Emirate and across the world.
The solution
AAB’s Brand Faith set about developing and positioning a brand which would reconnect Abu Dhabi with its heritage, culture and traditions. By building consensus on the development of the brand from the outset, we have been able to develop an identity which is now protected by Royal Decree as well as created, built and trained the staff in The Office of the Brand of Abu Dhabi. We have created a brand extranet with detailed guidelines.
The results
The launch of the brand was received with widespread support across Abu Dhabi. Our work is ongoing as we continue to help the work of the brand ambassadors. We will continue in our consultancy role over the coming year to assist the local staff in the Office of the Brand as required.