• Be best pitch 2009

    Pitching for design is a hot topic at the moment (when is it not?). Purse strings have been tightened; potential clients are wanting more for less (and all too often for free, as recently highlighted with the Greater London Authority tender debacle). Unfortunately, not every pitch can be successful, and some never see the light of day. So we thought we’d share our favourite pitch of 2009… The one that got away.

    At the heart of a new $4 billion development, the Dubai Pearl Society for Creativity and Arts aims to establish itself as the creative hub of the Middle East, promoting the best artistic talent in the region on a world platform.

    Our task was to develop a brand for the society, with a global reach and a clear confidence in what it stands for, which could intrigue and entertain its diverse audiences.

    Our brand concept was based on creativity taking centre stage — making Dubai’s art and culture accessible to all. We redeveloped the name to focus more on the idea that the society is a ‘space’ for the education, development and exhibition of creativity and the arts. Supported by an ever-changing brand mark, the identity inspires curiosity and encourages people to look beyond the surface, to the spirit of contemporary culture in Dubai.

  • A visual progression

    The powerful and aspirational brand mark we created is based on the framing and staging involved with the performance and exhibition of all creative art forms, and the distinctive building structure at the centre of the Dubai Pearl development.

    A visual progression

  • Naming The Space

    We developed the name ‘The Space’ which refers to the environment and its use. But it also acts as an acronym, standing for ‘Society for Performance, Arts and Creative Excellence’.

    Naming The Space

  • An evolving space

    The name can be adapted to suit its use: ‘The Space’ actually becomes a description of whatever it is being used for at the time.

    An evolving space

  • A flexible identity

    A dynamic brand needs to inspire people at every touch point.

    A flexible identity

  • Initial concepts

    ‘The Space’ was our favourite concept, but we were also fond of these…

    Initial concepts

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