DUBAI PARK
The park for all of us
‘Dubai Park’ is much more than a name; it’s a powerful positioning. It says that this park belongs to everyone in Dubai. That it is a park we all share. A park of diverse experiences. A park that we all can call our own. Starting with the name, this positioning should permeate every expression of the brand, from activations and the launch campaign, to the very identity of the park itself.
The word park has implicit meaning. It conjures images of lush vegetation, relaxation and community. From the first moment an audience hears of
Dubai Park, those are the mental images they will envision. That is why the identities of so many parks are icons of trees, flowers, grass, seeds, benches, and bicycles. That is why so many park identities look the same. But Dubai Park is something different entirely. A smart park filled with innovations deserves an identity just as clutter-breaking and innovative. Rather than designing an identity for the park, Dubai Holding has the opportunity to use an identity created by Dubai Park.
As Dubai Park is the park for all of us, the launch campaign is an opportunity to highlight all the diverse features and benefits of the park through the lenses of the lives of the people it belongs to. Everyone will think of Dubai Park as “My Park”. And that means something different for every single person. The illustrative style of the campaign will add a clutter-breaking dimension to the park’s messaging.
