2020/2021 Winners & Shortlists

FROM WAIT TIMES TO TIMES YOU CAN'T WAIT FOR

BrandDXB (DUBAI AIRPORTS)
Product/ServiceAIRPORT
EntrantLANDOR Dubai, UNITED ARAB EMIRATES
CategoryRebrand / Refresh of an existing Brand
Idea Creation LANDOR Dubai, UNITED ARAB EMIRATES

Background

Dubai’s DXB airport has always been a place to reckon with. 150,000 travellers transit through the airport every single day, 80% of which are in transit. In recent years, the airport has repeatedly been named the world’s busiest airport for international travel. Layovers and transit times are far from memorable. Time passes and you’re no closer to reaching you destination. And that was the challenge for Dubai International Airport (IATA code: DXB). To transform wait times to times you can’t wait for. To encourage travellers to not only transit through DXB, but to spend more time enjoying the airport and city than they would otherwise. However, airport brands aren’t typically consumer brands, it’s the infrastructure hidden behind airlines, F&B outlets, other service brands. Dubai Airports asked Landor to create a distinctive and relatable consumer-facing identity with the aim of turning the airport into a more rewarding destination.

Describe the creative idea (40% of vote)

Through interviewing passengers we found the key insight to be that most transit passengers knew little about Dubai and felt that the airport had no flavour as to what Dubai was like. There was a sense of curiosity about the city that lay beyond the windows of the airport. As a place that sits between East and West, and as that transit between a travellers departure and arrival. The design sought to express this notion of what’s hidden within - not only as a transit, but also the life of the city itself. We sought to elevate the concept of a DXB experience. ‘The surprise hidden within’ became the brand idea. From a transit stop to a delightful destination in itself. We sought to showcase the surprising delight that all Dubai had to offer, within the airport.

Describe the execution (40% of vote)

We designed a ‘DXB’ wordmark including an ‘X’ made of arrows which open up to reveal—true to the spirit of Dubai—a surprise hidden within. The contrasting colours serve to position the brand as playful and inviting, differentiating DXB among major global airport brands. We defined a range of experiences in the airport to bring alive the flavour of the city. These included displays of local art and calligraphy (branded “Art DXB”) and concerts in the airport (“Music DXB”), which are already wowing travellers. Part of expressing this brand, was the development of what are known as nuggets of delight. Small experience enhancements that elevate the overall DXB experience. Transforming that time hidden between your departure and arrivals into a memorable and worthwhile experience. The visual identity was developed for and rolled out across print and digital touchpoints, and uniforms—consistently keeping with the theme of “a surprise within.”

List the results (20% of vote)

DXB was launched with fanfare in February 2019, complete with a sky-diver at the launch event, a high impact ad campaign, and enviable media coverage. “The new brand represents the ways in which we connect the world, not only by physically facilitating access to over 220 destinations around the world, but by transporting our customers through their experience of different cultures, food, music and art. This is what DXB, Dubai and the UAE are all about… ” — Paul Griffiths, CEO, Dubai Airports, at the DXB launch event.

Credits

Name Company Role
Dalia Nosseir Landor created the brand identity and visual system
Osama Itani Landor created the brand identity and visual system
Mariagrazia De Angelis Landor Managed the project
Archana Madan Landor Built the brand strategy
Wasim Ajlyakin Landor artworked appropriately