We partnered with Aldar, the company behind much of the development of Abu Dhabi, to refresh its brand identity and create a flexible system capable of expressing the full breadth of its portfolio - from real estate, retail and hospitality to leisure destinations such as Ferrari World, alongside malls, hotels and schools. We developed a clear brand architecture to rationalise its diverse holdings and rolled out the new identity across all communications in English and Arabic, spanning social content through to investor reporting. To engage more than 3,000 employees, we produced a series of internal films titled In Focus, spotlighting leaders across the business, and to mark the 50th anniversary of the United Arab Emirates, we designed a commemorative book celebrating 50 objects that shaped the nation.