Connecting the world
Start helped Dubai Airports place ‘connectivity’ at the heart of the brand proposition. Not just geographical connectivity, but human connectivity. ‘Connecting the World’ is a brand positioning that puts Dubai Airports firmly at the forefront of world airport developments – not just commercially, but culturally and emotionally. Today, Dubai International Airport is the busiest and fastest-growing in the world – on track to achieve, and even surpass, its target of connecting 100 million passengers by the end of 2020.
Defining the brand experience
for an airport the size of a city
Our partnership began in 2010 and evolved over a five-year relationship, during which we devised and implemented the entire brand design programme. The work ran across all stages of the project and all touchpoints. From strategic brand positioning and new brand identity development, to organisational and behaviour change engagement programmes, office environment design, interactive wayfinding and signage, plus the entire digital experience and integrated communications. Each element was designed to deliver a world class customer experience, at every level.
“Our new identity is a step change from where we were. It’s invaluable as well as beautiful, because it increases impact, consistency and status – delivering our strategic goals.”