The Gulf Emirate of Abu Dhabi launched its new brand identity on 7 November and BrandFaith was asked to help. Appointed by the Executive Affairs Authority of Abu Dhabi, BrandFaith worked with M&C Saatchi to launch and roll out the new brand. A BrandFaith team has helped establish The Office of the Brand of Abu Dhabi which will act as the custodian and guardian of the new brand as the implementation programme rolls out.