Department of Community Development
Brand positioning, visual identity, campaign
How do you empower a community to drive social change?
By creating a brand that unites people.
Abu Dhabi’s Department of Community Development (DCD) was established in 2018 with a mandate to oversee, align and integrate cross-sector community development entities and initiatives. Our challenge was to inspire community involvement through strategic positioning and a visual identity and brand.
Through film, photography and enduring, all-purpose brand collaterals, our unique and bold brand campaign not only reflects the organisation’s credibility but resonates directly with Abu Dhabi’s diverse communities and those concerned with the health and wellbeing of its citizens. The launch campaign engaged audiences across sectors and backgrounds, from government to community, and provided DCD the creative materials to bring about long-term social change for those who call the UAE’s capital home.