There are Festival City malls Cairo, Doha & Dubai, where you can dine, shop, entertain, live, work and stay. With an Ikea at one end and an Angry Birds theme park at the other you can gauge how vast this place is and the appeal it has in the desert.
Impact BBDO Dubai, brought me in to solely work on the master-brand with the intention of taking it from ‘Leisure Centre’ to a more elegant and contemporary identity intended to attract the more affluent audience due to visit Doha in 10 months time.
Learning about the Arabic letterforms, kashidas and how the glyphs change in a word was a highlight of the project.
