2011 Winners & Shortlists

Brief Explanation

The brand seeks to transform perceptions of industrial zones while the project strives to create the industrial zone of tomorrow. The project’s scale and responsibilities required the development of a compelling and robust world-class brand, capable of engaging with multiple stakeholders (including nine diverse industrial sectors). The brand had to be relevant for heavyweight multinational industrialists, smaller downstream enterprises, utility and service partners and the international business media. The brand also needed to connect with strategic partners who contribute towards Abu Dhabi's economic vision 2030. It was also key for the industrial zone to inspire future generations of Abu Dhabi and provide careers in industry.

The Brief

Abu Dhabi Ports Company (ADPC) briefed The Brand Union in May 2010 to develop a brand for its flagship Industrial Zone at Taweelah, located between Abu Dhabi and Dubai. The zone’s area will be 417 square kilometres, making it 2/3rds the size of Singapore and its objective is to develop the industrial sector, supporting the diversification of the economy. It is a cornerstone in delivering Abu Dhabi Economic Vision 2030 and is targeted to contribute 15% of non-oil GDP.

How the final design was conceived

The zone was named Kizad (Khalifa Industrial Zone Abu Dhabi) and an identity was created with a dynamic, purposeful, yet sophisticated logomark and an understated, approachable typeface. The clean and powerful design language makes use of elements from the logomark and features heavyweight black (integrity), industrial silver (expertise) and a distinctive rubine red (inspiration) as an accent colour. Photography reflects both the scale and the human aspect of the brand and brings warmth and personality into the traditionally sober realm of industrial branding.

Indication of how successful the outcome was in the market

While the true success of the Kizad brand will be measured in future years, strong progress engaging audiences has been achieved, with several multi-million dollar agreements having been signed: Demonstration that the Kizad brand has succeeded in giving confidence to investors in a challenging investment climate and is on track to deliver a lasting legacy for the UAE’s people and economy.