Art Direction

Dubai 10X
His Highness Sheikh Mohammed bin Rashid Al Maktoum, Vice President and Prime Minister of the UAE and Ruler of Dubai, called on all Dubai Government entities to embrace disruptive innovation as a fundamental mantra of their operations and to seek ways to incorporate this methodology into all aspects of their work.

We had the honour of bringing to life this ideology for all government entities - for what we call today, Dubai 10X.

In February 2017 we worked with The Executive Office (TEO) regarding a new government initiative – once briefed, we set up studio on the 51st floor of Emirates Towers where our role was to bring their concept of Dubai 10X to life.

The launch of Dubai 10X was to be delivered by His Highness Sheikh Mohammed bin Rashid himself, at the World Government Summit 2017 in front of a private audience of the top government ministers.

After developing the identity of Dubai 10X alongside His Excellency Abdulla Bin Touq and His Excellency Mohammed Al Gergawi - we developed the story and directed a concept video to be played at WGS - presented in both English and Arabic.

Following the summit, we also supported the private briefing at Emirates Towers, delivered by His Highness Sheikh Hamdan bin Mohammed bin Rashid Al Maktoum, Crown Prince of Dubai.


World Government Summit Briefing
Emirates Towers Briefing

Our journey continued by developing the brand guidelines for the identity – a reference for all 46 government entities, as they begin to create their in-house teams for positive disruptive initiatives.

From then on, Dubai 10X has encouraged innovation to take the lead for government operations, with first ideas already in motion in the Emirate. The brand itself has enabled ‘stand out’ to audiences and developed into an aspirational identity people want to follow.

This project was delivered at VIVA Worldwide, lead in partnership with the team at The Executive Office for His Highness Sheikh Mohammed bin Rashid Al Maktoum & Dubai Future Foundation.
2017 — Frogtown, Los Angeles