Hundreds attend technical briefings on the new brand identity for Abu Dhabi

The briefing sessions were hosted by the Office of the Brand of Abu Dhabi (OBAD) on December 9 and 10 and were designed to raise awareness within the government and private sectors as well as the creative / third party agencies that represent them.

'As the ultimate ambassadors of Abu Dhabi's new brand identity, it is critical that government agencies and the private sector understand how to apply brand elements moving forward,' said H.E. Reem Al Shemari, General Manager, OBAD.

The workshops were designed to achieve this outcome and due to the positive response and growing demand, OBAD has announced it will host further briefings in late January 2008 to ensure further education and wider adoption of the Brand.

'We were overwhelmed at how well received the briefings were and the positive feedback signifies the start of an exciting journey for Abu Dhabi as many organizations across the Emirate begin to embrace the Brand,' added Ms Al Shemari.

During each briefing session, OBAD presented a series of visual and behavioural case studies to demonstrate the different levels of brand application. It also unveiled details of the first international outreach conducted by the Abu Dhabi Tourism Authority (ADTA) at the World Travel Market in London in early November 2007. Additionally OBAD showcased the William Huber Essence Collection, a photographic series that captures the very essence of the Emirate's environment, people and identity.

Attending delegates represented a wide cross-section of business and government - and included members from financial institutions, the retail sector, the health sector, as well as education and tourism. OBAD held four separate sessions over two days, addressing private companies, government agencies as well as third-party companies including graphic and interior designers, advertising, marketing, events and public relations agencies.

The technical briefings follow the successful Abu Dhabi Brand launch event on November 7, which was attended by His Highness Sheikh Mohamed bin Zayed Al Nahyan, Crown Prince of Abu Dhabi and Chairman of the Executive Council, and more than 400 leaders from government and the private sector including several Sheikhs.

Details of the January workshops will be announced in early 2008.