FutureBrand creates the next big brand in Dubai, Dubai Aerospace Enterprise (DAE)

FutureBrand won this assignment from a global review and pitch process.

DAE is a bold new offering in the aerospace category, with subsidiary companies offering manufacturing and services operations across 14 industry segments. A first for the region in scope and scale, the enterprise is also unique in that the initial investment of US$15 billion is provided jointly from all the top government businesses in Dubai.

The founding's announcement was made in the Emirate last month in the presence of His Highness Sheikh Mohammed Bin Rashid Al Maktoum, UAE Vice President and Prime Minister and Ruler of Dubai, and followed with a brand launch at the Asian Aerospace 2006 in Singapore.

His Highness Sheikh Ahmed Bin Saeed Al Maktoum said:

'We are putting down a marker for the future. DAE signals our clear intention to become one of the driving forces of the global economy and reflects confidence in our ability to achieve this.'

FutureBrand was charged with the creation and development of the new brand, which included its strategy and the definition of a single, clear idea that lead to the expression: 'boundless opportunity'. The concept reflects the philosophy guiding the new company's operations as it grows to become a leading player in one of the key industries of the 21st century.

The logo design captures this philosophy by showing interlocking initials to create an infinity symbol, a further reminder of the company's promise. The new brand's red colour stands out amongst its predominantly blue and grey global competitors, signalling DAE's aspiration of reshaping the industry. The visual design system supporting the brand supports this position, with vibrant and modern graphics that mirror Dubai's reputation as a bold and proud player quickly ascending in the international arena.

'We were able to capture our client's aspirations and, in a very short amount of time, position and launch DAE for growth and leadership in the industry' says Mario Natarelli, Managing Partner with FutureBrand in New York. 'We involved our network of offices and integrated our diverse skills to create beautiful and smart work with the agility the client required from us. Ultimately we are thrilled with the results and proud to have helped create the next big brand in Dubai.'