2015 Winners & Shortlists

Brief Explanation

To introduce a new Government body and , at the same time, explain the concept behind its creation. To be seen as a dynamic enabler of real progress and not a bureaucratic hindrance.

The Brief

Sharjah is developing at extraordinary speed. The Government are keen to avoid some of the mistakes that other cities in the region have made whilst developing at speed. They established the Sharjah Urban Planning Council to oversee development and ensure that the needs of the whole community are being met. This is an unfamiliar concept in this region.

How the final design was conceived

The design takes elements of architectural drawing, structural materials and perspectives. It constantly moves and changes and only becomes legible for fleeting moments. It creates a modernist, kinetic visual language.

Indication of how successful the outcome was in the market

The identity has been enthusiastically endorsed by the Ruler. The low-key launch - the opposite of the norm - has helped us to develop credibility as a realistic and practical brand that will build its reputation by the things that it does. Communities and developers have welcomed the introduction

As a Government body, we would anticipate widespread cynicism and reluctance. A dynamic new identity is the first evidence that this is going to be different. It signals a completely new set a values, unstuffy and in-touch.