2011 Winners & Shortlists

Brief Explanation

The key challenge was to encapsulate the new group’s main activity – of being a retail-dedicated organization. As well as conveying its core focus and newly autonomous status, the brand also had to have a sense of the style associated with retail, be flexible across the different types of business and work in a varied roll-out programme, from stationary to internal/external signage .

The Brief

Nakheel Retail was a division of Nakheel, better known as a developer in Dubai. It operated a large portfolio of retail business in the UAE and internationally including shopping malls (such as Ibn Battuta Mall, the largest themed shopping mall in the world), retail outlet brands (such as Lillywhites and Go Sports) and hypermarkets (such as Auchan). Dubai World, the parent company, took the decision to create Retailcorp as a standalone brand representing its retail business thereby separating this from Nakheel, its real estate business. The brief was to make this new retail brand distinctively autonomous.

How the final design was conceived

Retailcorp was the name given to the division. We created an identity using a ‘label’: an immediate symbol to powerfully convey this new entity’s clear and distinct focus on nothing but the retail business.

Indication of how successful the outcome was in the market

Feedback from people within Retailcorp, its corporate customers, its constituent brands as well as its parent company, Dubai World, has been extremely positive.