Enterprise IG develops branding solution for RTA

The new brand needed to reflect that the RTA is a dynamic organisation that will proactively engage the transport challenges of Dubai and be seen by the general public to be making an immediate, positive impact.

In order to achieve this, Enterprise IG, being a master brand builder, searched for the compelling truth of the RTA and developed a single-minded branding solution to bring under one umbrella, all the efforts, initiatives and services brought forward by the Government of Dubai to provide safe and smooth mobility for the emirate.

The idea of "CONVERGENCE" was translated into an identity that is simple, service-orientated, and capable of forging a relationship with a hugely diverse target audience.

The identity and the visual language used by Enterprise IG reflect the focus and confidence that affords the city of Dubai yet another opportunity to make its mark as a world-class cosmopolitan centre.

"We utilised a multi-disciplinary approach to create the most competitive brand, which we are currently in the process of rolling out the brand," said Matthew Laubscher Creative Director Middle East of Enterprise IG. "The simplicity and focus of the new identity and brand language has allowed the authority to date, deliver on an aggressive and demanding rollout, while maintaining an overall consistent and single minded brand communication."

The new brand is simple, flexible and distinctive, allowing the RTA to brand its diverse touch points as well as the various modes of transport in the emirate of Dubai.