Seeds of the Union | National Day Celebration | event & brand Design and Campaign

Building upon the year's show theme "Seeds of The Union", a brand narrative and visual system was established as a an expression inspired by the vision of the founders and leadership's methods through the concept of resonance of light. Projected through the notion of resilience & hope, resonating towards light & echoing from generation to generation despite the challenges faced this year.

The visual system & its library of assets maintain close reference to the UAE and its different landscapes such as the desert, mountain, city, mangroves & oasis areas. Portrayed in the time lapses documented by the National Day organizing committee, the key concept was to capture the essence of this land and its different environments in its two states of day and night. A curated brand photo library was developed in partnership with Emirati photographer, @nooora91, whom captured the spirit of this land from each of the 7 emirates in their two states of day & night.⁠

The graphic elements were aesthetically designed to portray the concept of transitioning, layering, & propagating. The show title was designed in two different color combinations one representing day to sit on dark backgrounds & the second representing night to sit on lighter backgrounds. An interactive print invite was designed for this year's show celebration, featuring aspects that highlighted the key concept storyline. The main invitation is only revealed once it is held up against light and is packaged and delivered in between layers of translucent paper as a continuation to the established brand attributes. ⁠

The brand's web media presence was focused mainly on utilizing different visuals that present the narrative's transitioning characteristic from dark to light using various elements from the brand's visual asset library. As part of the brand library's animation, we worked in collaboration with Flash Entertainment to develop a on-screen set to be used for approximately 31 different malls across the 7 emirates.⁠

Client | Ministry of Public Affairs | Abu Dhabi, UAE