Enterprise IG defines Trilogy's identity

This follows the work Enterprise IG carried out as design consultants to the globally renowned Ministry of Sound and the vast experience they gained from the project.

The global media and entertainment brand, Ministry of Sound started life as a club offering a place for talented DJs to spin their tunes. With the increase in clubbing culture through the 1990's, the Ministry of Sound became instrumental in the success and growth of the dance music industry, developing into a brand with wide businesses in recordings, club venues, internet radio, travel, DJ tours, CD compilations and events. The brand launched a new range of personal music electronics on top of the already existing professional equipment and a massive club-culture following.

Locally, Enterprise IG has been involved over the last three years as brand consultants on the Madinat Jumeirah Resort. Following their success in this project, Enterprise IG was also appointed to define the Trilogy identity and to ensure its uniqueness and that it stays in line with the Madinat Jumeirah Resort overall theme.

"We were tasked to deliver a unique, innovative and cutting edge design which would differentiate Trilogy from other nightclubs and sustain it into new future-proof areas," said Hermann Behrens, Managing Director, Enterprise IG Middle East. "It was a great & challenging project to work on whereby we drew from our global expertise and combined it with our local relationships and in-depth knowledge in the branding arena."

The challenge was to develop an identity unique to the nightclub located in this awesome Arabian Resort which could differentiate and elevate Trilogy appropriately from the other clubs in the city. The brief was to remain sensitive to the interiors, modernity, local moods, music offering and target market expectations, whilst at the same time, compliment the core positioning of Madinat Jumeirah Resort - the authentic experience of Arabia.

The identity developed is a three pointed, warm coloured, 'mushrabia'-influenced form, reflecting local heritage and contemporary trends, underlined by sharp cut typography. It is rapidly becoming a recognizable icon representing a cracking good night out with all the luxuries and embellishments expected from Dubai's latest trendy hotspot.