Dubai on Demand

Portfolio Ti22 Films

  • Industry:

    Digital Media
  • Date:

    Jan 11, 2015


With the recent cancellation by ‘Dubai One’ to locally-produce programs, including chat show ‘Studio One’ and the ‘Emirates 24/7’ news program, the channels former presenters and hosts banded together to create their own online ‘youtube’ channel, speared headed by Ti22’s founder Reim El Houni.

The channel will have individual magazine-style shows focusing on various aspects of Dubai lifestyle, with nine presenters each covering their own area of interest, such as fitness and celebrity news.

“I knew that the industry was moving towards digital and had been following trends in the US, seeing the shift through my company Ti22 Films, I reached out to a group of personalities in the region, many who I had worked with before while executive producing at Dubai One. Each person saw the vision I was trying to create for the channel and joined the team to develop Dubai ON Demand.”

Reim El Houni, founder of Ti22 films


A simplistic and clever play on the word 'ON' led to the creation of a modern and qurky brandmark. The brand look & feel illustrated the diverse palette of nationailities Dubai has as well the trend to move in a more urbanistic way which can be seen across many homegrown brands within the Emirate.

Scope of Work

  • Brand Research & Analysis
  • Brand Strategy & Positioning
  • Brand Identity
  • Brand Look & Feel
  • Design System


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