<h1>The Department of Economic Development</h1>
<h2>Capturing the organisation’s broader purpose</h2>
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<h3>PROJECT OVERVIEW</h3>
<p>The Department of Economic Development is a key driver for the growth of the Emirate of Dubai and so needs to be represented as much more than just a department. It consists of agencies including the FDI, SME and Exports. They need to work with one purpose in mind – building the economic future of Dubai.</p>
<p>It was up to us to align that purpose and create consistency in the name and a uniformed approach to market for all entities. We built a framework for consistency and equity by simplifying the DED name to Dubai economy as well as simplifying the process for the creation of new brands, products, services and initiative by the DED and its agencies.</p>
<p>To take the new brand to market, all guidelines and templates were updated reflecting the new DED and agency logos as well as creation of additional assets such as a new frame.</p>
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<h3>PROJECT DELIVERABLES</h3>
<p>Brand architecture<br />
 Brand assets<br />
 Naming<br />
 Brand strategy<br />
 Design systems</p>
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