2015 Winners & Shortlists

Brief Explanation

Globally the X codification for action sports is well known: we had to create a brand that sat in this category but stood proudly and recognisably as being from this region. We had to create a mark that could communicate powerfully in static applications but more often on a variety of moving objects with a boldness that communicates the brands spirit at the speed of a camera shutter.

The Brief

For several years, SkyDive Dubai has led the region in adrenalin activities. Their team now had a massive vision for extending this into a full-on action sports brand. They’d created a name – X Dubai. Now they needed two things: a brand identity, and a taste of how they might explode it onto a global stage. This brand would sponsor young athletes in numerous sports, brand and stage events, draw in new kinds of visitors, and help position Dubai as the world’s most ambitious and dynamic city.

How the final design was conceived

This identity converts the Arabic script for ‘Dubai’ into a boldly unmissable X-shape, commanding attention with its black and yellow colour palette, punchy typography and a vibrant accompanying visual language.

Indication of how successful the outcome was in the market

To early to say

"Pushing boundaries and pushing you to your limits, XDubai is your ambassador for action sports. XDubai encourages this all-action adventure as the city comes together to experience the thrill of an active life. We want you to participate and triumph in the best sporting activities and events in the region. By partnering with the top local and international sports brands, we will take Dubai’s sports scene to the next level and become the adrenaline capital of the world. Sport is a culture, a life choice, a challenge. Action sport is a statement. Be part of this journey."