Special Features
Branding The Government
In the past, branding was not normally associated with government or government communications. However, in today’s world, perception and opinion is king. Public opinion has been known to sway the mightiest of decision makers.Dubai for one has an extremely progressive government, always looking to the future with the extensive use of technology and communication to move forward. The Government of Dubai realized that it needed to communicate to its public because essentially it is providing a service to meet a need in the city. The Government of Dubai got up to speed with branding. They have seen that it works for business and understand that their customers live in a branded world. More importantly, the Government of Dubai realized that public perception of the brand is often the most important and it affects the wider image of the Dubai, locally and internationally.
Given that there were a series of huge projects under development within the public transportation infrastructure, a new entity was formed to take the helm of an entirely new brand; the Road & Transport Association (RTA). Developing an identity for this new association was necessary for many reasons: to be seen as a brand that people support or chose, rather than is forced on them, building trust and equity in a brand, to establish reliability and reputation in the brand.
It is responsible for planning and executing transport and traffic projects in Dubai, preparing legislation and strategic plans, planning and constructing the Dubai Metro, developing other integrated solutions of road systems and marine networks that are safe and in line with the city’s economic development plans and the highest international standards.
The RTA approached Enterprise IG, the global brand agency, to develop a brand that communicates succinctly and clearly, delivering on a single minded vision and approach to the transport needs of Dubai. The new brand needed to reflect that the RTA is a dynamic organisation that will proactively engage the transport challenges of Dubai and be seen by the general public to be making an immediate, positive impact.
In order to achieve this, Enterprise IG, being a master brand builder, searched for the compelling truth of the RTA and developed a single-minded branding solution to bring under one umbrella, all the efforts, initiatives and services brought forward by the Government of Dubai to provide safe and smooth mobility for the emirate.
The idea of “CONVERGENCE” was translated into an identity that is simple, service-orientated, and capable of forging a relationship with a hugely diverse target audience.
The identity and the visual language used by Enterprise IG reflect the focus and confidence that affords the city of Dubai yet another opportunity to make its mark as a world-class cosmopolitan centre.
“We utilised a multi-disciplinary approach to create the most competitive brand, which we are currently in the process of rolling out the brand,” said Matthew Laubscher Creative Director Middle East of Enterprise IG. “The simplicity and focus of the new identity and brand language has allowed the authority to date, deliver on an aggressive and demanding rollout, while maintaining an overall consistent and single minded brand communication.” The new brand is simple, flexible and distinctive, allowing the RTA to brand its diverse touch points as well as the various modes of transport in the emirate of Dubai.
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