2020/2021 Winners & Shortlists

Cultural / Context information for the jury

The UAE is a massively diverse nation, with over 200 nationalities calling the country home. We wanted to find a way to celebrate the nation's promise to fulfil it's obkective of being the happiest country on earth and bring a new positive way for people of all nationalities and races to communicate. Etisalat is the largest telecom company in the UAE and we wanted to find a way to unite people of all races, religions and nationalities.

Tell the jury about the typography.

To create an upbeat and positive communication we took the Etisalat's typeface and transformed it into a fun and colourful visual language. In doing so we injected life into a brand that promises happiness and togetherness. The normally sterile brand font was transformed into a fun and colourful typeface that formed the basis of a new visual identity for the campaign and gave Etisalat a more approachable, positive feeling amongst it's customers and the people of the UAE.