The Department of Municipalities and Transport, under the Ghadan 21 initiative, required a name, brand and creative applications for its initiative to enhance urban spaces and nature sites across Abu Dhabi between 2019 to 2021.
“For Abu Dhabi” was derived from the project’s purpose to make Abu Dhabi one of the most livable cities in the world. The community-focused, 300+ planned projects were divided into three core themes, “For Exploring”, “ For Interacting” and “For Relaxing”. We developed a visual identity for each theme with a look and feel and colour palette to suit. Patterns from each theme then combined to form the overarching “For Abu Dhabi” brand.
We created promotional materials for the For Abu Dhabi brand launch across a wide range of applications from outdoor hoardings and advertising to signage, an animated TVC and merchandise to effectively communicate the initiative and its purpose.