DCC (Dubai CommerCity) is a prominent business community and free zone in Dubai, United Arab Emirates. As a hub for e-commerce and digital trade, DCC offers various services and facilities to foster business growth. However, the company faced challenges related to inconsistent brand usage, lack of an unmistakable look and feel, and the need for comprehensive brand guidelines for a strong and prominent brand rollout.
Brand Strategy, Brand Voice, Brand Identity, Collaterals and Stationery, Signage, Brand Guidelines
DCC (Dubai CommerCity) is a prominent business community and free zone in Dubai, UAE. However, it encountered challenges in establishing a solid brand identity and recognition due to inconsistent usage and a lack of cohesive visual style. In response, an agency undertook a comprehensive branding initiative encompassing a meticulous brand review, a strategic definition of brand architecture, and the development of design guidelines. By ensuring consistent branding across diverse touchpoints and creating digital toolkits for internal teams, the agency empowered seamless implementation of the brand guidelines, propelling DCC towards a more professional, innovative, and strategic future.
The agency embarked on a comprehensive branding initiative for DCC, encompassing several vital components like Brand Review, where the agency conducted an in-depth analysis of DCC's existing brand, evaluating its strengths and weaknesses and identifying areas for improvement. Clear Brand Architecture was developed to define the relationship between DCC's different sub-brands, divisions, and services. Also, the agency created a design system that reflected DCC's positioning and values. This included defining typography, colour palettes, graphic elements, and imagery guidelines. The agency ensured consistent branding across all touchpoints, including physical spaces, signage, stationery, marketing collaterals, and digital platforms. Digital toolkits were also created to facilitate the implementation of the brand guidelines by internal teams.
A brand workshop was conducted to create employee awareness and understanding of the new brand. This workshop provided insights into the brand's essence, values, and guidelines, fostering a sense of ownership and alignment. The rebranding efforts by the agency for DCC yielded significant results and a clear understanding of the brand application.
Through the agency's and DCC's collaborative efforts, the company achieved a revitalized brand identity, leading to increased brand recognition, improved consistency, and a more substantial brand presence in the market. The comprehensive brand guidelines and tools provided a clear roadmap for maintaining brand integrity and ensuring a unified brand experience across all interactions with DCC.