DUBAI INTERNATIONAL CAPITAL

CASE STUDY:

SCOPE: Brand Creation Brand Implementation Brand Guidelines

OVERVIEW

Dubai International Capital is a Dubai-based international investment company with a primary focus on private and public equity.

DIC was established in 2004 as a wholly owned subsidiary of Dubai Holding with the mandate to build an international portfolio of diverse business assets across a broad range of industries in North America, Europe, Asia-Pacific, and the Middle East and North Africa region (MENA). The company manages an international portfolio of diverse assets valued at USD 6 billion.

CHALLENGE

The challenge was to amend the company’s existing identity whilst maintaining the core colour palette.

We developed a new brand architecture to reflect its growth with the addition of four specialised investment divisions: Dubai International Private Equity; Dubai International Capital Global Equities; Dubai International Capital Emerging Markets; and Dubai International Capital Asset Management.

SOLUTION

We developed DIC’s brand identity on a core essence of “delivering value growth”. We introduced an extended corporate colour palette to delineate the individual divisions, with the objective of creating a more cohesive master/parent brand, with the flexibility to act as stand-alone sub-brands.

We created a coherent brand system that extended across numerous applications – corporate brochures, stationery, online – and provided the client with fully comprehensive brand guidelines.