Dragoman breakthrough brands

Discipline: Brand proposition

  • DIFC Developments

    DIFC Developments

    DIFC Developments

    From global financial services innovator to shaping the future of urban living.

    THE CHALLENGE

    DIFC plays an integral role in supporting the future economy. DIFC believes that the design and experience of the urban environment where people work and live, is critical to fostering innovation, wellbeing, and sustainability. To date, DIFC has built and managed the existing real estate for the DIFC destination.

    However, with the DIFC 2.0 destination set to break ground, DIFC needed to capture and articulate its distinctive approach to development and create a brand platform for its future masterplanning activities.

    HOW WE WORKED

    We partnered with DIFC to articulate a masterplanning brand that aligns with their ambition to lead in urban development. Through collaborative workshops and iterative development, we refined the story, positioning, and identity, always mindful of the equity in the existing DIFC brand, while creating a new brand fit for purpose in the context of masterplanning.

    THE SOLUTION

    The new identity leverages the strength of the DIFC brand, while defining a clear strategy and differentiated expression for DIFC Developments. The brand combines architectural precision with vibrant visual storytelling to create an identity that flexes seamlessly across platforms, from digital to experiential, reinforcing DIFC’s role as an urban master plan developer.

    We also created a framework and endorsement system for the communications and marketing of products—from entire districts to specific experiences and individual towers, ensuring each expression builds the DIFC Developments brand.

    OUR DELIVERABLES

    Brand Positioning
    Brand Identity
    Brand Architecture
    Naming
    Messaging Framework
    Brand Guidelines

    THE RESULTS

    DIFC Developments relaunched as a master planner and developer of a vibrant urban destination that promotes innovation, harmonious living, and sustainability.

    Urban life.

    The future is here.

  • Ignyte

    Ignyte

    Ignyte

    From startup platform to global growth partner.

    THE CHALLENGE

    Ignyte needed a brand that matched its ambition: to be more than a platform, to be a global growth partner for startups. The challenge was to create a brand that captured the spark of bold ideas while inspiring trust, scale, and impact.

    HOW WE WORKED

    We partnered with Ignyte’s leadership to align the brand with their vision for the future of business. Through workshops and iterative collaboration, we refined the story, positioning, and identity to communicate clarity, creativity, and confidence. Together, we crafted a narrative and visual identity to connect with founders locally, regionally and globally.

    THE SOLUTION

    We created a clear story and confident brand identity that captures the spark of bold ideas and the ambition and vision of founders and startups. The brand is dynamic, combing technology greys with inspiring brighter yellows that demonstrate the dynamic nature of business and the aspiration of entrepreneurs. As with the business of the future, the brand is agile and versatile, easily adapting to different content requirements.

    OUR DELIVERABLES

    Brand Positioning
    Brand Identity
    Brand Sonic
    Messaging Framework
    Brand Guidelines

    THE RESULTS

    Ignyte relaunched with a brand that speaks to ambition and possibility:

    The future of business is;
    Empowering.

    Innovative.

    Transformational.

    Exponential.

    The future is here.

  • DIFC

    DIFC

    DIFC

    From financial services to economic innovator

    “Dragoman was instrumental in driving the first full re brand of DIFC since its inception in 2004. As an extension of our team, we were able to re position the centre from a traditional financial service brand to an innovation brand with the full buy in from stakeholders. Successful awareness campaign to support the repositioning of mother brand as well as sub brands was developed by Dragoman from overall creative conception, video, copy, online and print. Projects are always approached with enthusiasm, care and a focus to deliver on-time with quality. Having regional experience with similar government and semi government entities, the Dragoman team were able to understand our requirements and help us push boundaries in a respectful and considerate way”

    Mahmoud Nsouli Senior Vice President – Marketing & Corporate Communications 

    THE CHALLENGE

    DIFC needed to reposition itself from a financial hub to a holistic business and lifestyle destination while maintaining relevance for large financial corporations and emerging technology firms.

    HOW WE WORKED

    Dragoman developed a dynamic brand strategy, balancing DIFC’s corporate heritage with a forward-thinking identity that appealed to financial and technology sectors alike.

    THE SOLUTION

    A refreshed brand proposition, visual language, and launch campaign were developed to establish DIFC as a center of innovation and business growth.

    OUR DELIVERABLES

    Brand positioning
    Brand strategy
    Brand architecture
    Brand communication 
    Brand guidelines
    Brand management

    THE RESULTS

    The rebranding positioned DIFC as a future-ready financial and business hub, attracting both corporate and startup communities.

  • DIFC FinTech Hive

    DIFC FinTech Hive

    DIFC Fintech Hive

    Imagine it forward

    ——

    Project overview

    The FinTech Hive brand was no longer representative of the business or the every shifting fintech industry. DIFC was also in the middle of re-evaluating its brand and creating a brand portfolio structure to leverage the success of each of the entities and create a platform for business growth and new customer acquisition.

    ——

    What we did

    We engaged with leading global start-ups to assess the current brand and refined the audience segments and positioning. The brand needed to speak to a much younger and more dynamic entrepreneurial audience. Additionally the start-ups were looking for a greater link to the credibility of the DIFC brand.

    ‘DIFC’ was added to the brand name and the new DIFC FinTech Hive identity used the corporate font and diamond graphic for instant recognition.

    The vibrant colour palette and dynamic angular visual language bought the brand to life  through animation in digital and social media channels, creating a dynamic and colourful brand that is represent of the Hive’s energy and agile approach to problem solving.

    ——

    PROJECT DELIVERABLES

    Insights
    Brand strategy
    Brand architecture
    Brand assets
    Design systems
    Brand communication
    Brand management

    ——

  • Royal Commission for Makkah City and Holy Sites (RCMC)

    Royal Commission for Makkah City and Holy Sites (RCMC)

    Royal Commission  for Makkah City and Holy Sites

    A renewed experience  

    THE CHALLENGE 

    In 2018, the Royal Commission for Makkah City and Holy Sites (RCMC) was established by the Kingdom of Saudi Arabia. Dragoman was appointed to create the identity, design systems and all brand assets. This was then approved at the highest level by HRH Salman bin Abdulaziz Al–Saud, Custodian of the Two Holy Mosques.   

    As a new brand and organisation, it was imperative for extensive brand guidelines to be created to ensure the consistent rollout of the brand, both internally and across external communications.  

    THE SOLUTION

    The guidelines introduced the brand strategy and showcased how to use the RCMC brand assets correctly and confidently. It also influenced how they speak as an organisation and will be used long term to assist in the development of their company culture.   

    The document includes all guidelines around the new brand identity, to ensure it is used with the utmost respect and always reproduced using the official artwork files.  

    The identity guidelines were supported by a unified set of brand assets and a colour palette that are distinctively RCMC. These allow the brand to visually express itself while staying coherent and considered.  

    Additionally, photography was used as the primary method of visual brand storytelling. The guidelines included a library of images that can be utilised across all types of communication.   

    These visual components were paired with the introduction of a dual language font, to reflects the brand’s ambition for clarity, legibility and accessibility.   

    The guidelines detailed the application of the brand across a broad range of internal elements and communication collateral, including stationery, employee welcome pack, staff apparel, livery, publications, website, digital advertising, social media and corporate office interiors.   

    Finally, the production specifications and paper stocks were rigorously selected. Highgrade proof testing, across digital and offset, was completed to ensure a premium reproduction of the colours and metallic finishes.   

    The first round of these guidelines are now complete and being introduced internally through a brand ambassador program. Further iterations will continue as we work with this long term client.

    PROJECT DELIVERABLES

    Insights and research
    Brand strategy

    Brand identity

    Design systems

    Brand guidelines

    Brand management


     

  • RedSea

    RedSea

    RedSea

    From product to purpose.

    THE CHALLENGE 

    Red Sea Farms needed a brand platform that would support their current success and market growth, but also allow them to transition to a brand that better reflected the cutting edge technology that they research, design and implement. Ultimately the new brand must support a rapid growth strategy so that they can achieve their admirable purpose to ‘Feed the World Sustainably’.   

    HOW WE WORKED  

    We worked with the company founders and leadership team to capture the essence of the company and ensure that whilst creating a brand that had a technology focus, that the core humanity of the brand would be retained.

    THE SOLUTION

    We captured the purpose of the brand and the existing culture in a new brand narrative and created a brand architecture that helped to structure the business to continue their current success and to leverage brand success for future sustainable growth opportunities. 
    The brand strategy and brand architecture was supported by a new brand identity and brand language for rollout across digital channels, investor communications and environments.

    PROJECT DELIVERABLES

    Brand positioning
    Brand strategy
    Brand architecture
    Brand story
    Brand identity
    Brand guidelines

    THE RESULT

    The successful repositioning to a technology company opened up opportunities to focus the business and shortly after the rebrand receive US$ 15m in funding.

  • Dubai Financial Markets

    Dubai Financial Markets

    Dubai Financial Markets

    From regional exchange to global entry to capital.

    “We worked with Dragoman team to reposition the DFM brand including our tone of voice and creating the full branding pack. The team are talented and great listeners, they took the feedback and produced high-quality work, and delivered what we had in mind for the brand. They are professionals that we will continue to work with.”

    Fatma Al Hammadi – Head of Marketing

    THE CHALLENGE

    Refresh the existing brand to position DFM as the leading entry point for capital markets in the MEASA region and elevate global recognition—shifting perception from a regional exchange to a gateway for accessing capital worldwide.

    HOW WE WORKED

    We clarified the brand proposition and refined the brandmark, then built a visual language that is modern, sophisticated and flexible. The system was designed to communicate DFM’s role in enabling listed organisations to access capital, accelerate growth and scale.

    THE SOLUTION

    A minimalist, engaging design system that adapts across platforms while remaining precise and intelligent. The visual language reflects the diversity of sectors listed on DFM and scales from data-led communications to investor-facing narratives—consistent, recognisable, and easy to deploy.

    OUR DELIVERABLES

    Brand positioning
    Brandmark refinement
    Visual language system
    Brand guidelines

    THE RESULTS

    A sharper, more global DFM brand that reinforces leadership in MEASA and strengthens appeal to international issuers and investors.

  • Gate Avenue

    Gate Avenue

    Gate Avenue

    Sounds. Surrealism. Selfies. Sushi.

    THE CHALLENGE

    Create a brand that fits the DIFC portfolio, strengthens the destination brand and most importantly, gets people to visit Gate Avenue. Additionally reposition from a premium mall to an accessible, community-led urban destination with multiple experiences. Goal: increase footfall.

    HOW WE WORKED

    We reviewed the market and built on the DIFC destination positioning to carve out a distinct retail role. We defined a brand positioning, personality and tone that stay energetic and adaptable to the fast-changing nature of retail. We designed connected systems linking online and offline for a seamless end-to-end experience.

    THE SOLUTION

    We articulated Gate Avenue as the urban spine that runs the length of DIFC. The visual system uses four gates as entry portals, paths that guide people to eclectic experiences across retail, food, fashion, art and entertainment. The identity is bold, dynamic and more accessible, introducing youthful energy while maintaining DIFC credibility. Messaging focuses on everyday discovery and community engagement.

    OUR DELIVERABLES

    Insights & research
    Brand positioning & proposition
    Brand identity (brandmark & visual language)
    Design system & brand guidelines
    Launch campaign & video

    THE RESULTS

    A clear, distinctive destination brand that sits comfortably within the DIFC portfolio and invites broader audiences to visit, driving a 50% increase in footfall and elevating DIFC’s overall destination appeal.

  • Quardlock

    Quardlock

    Quardlock

    Impenetrable.

    THE CHALLENGE 

    Quardlock had designed and developed the world’s most advanced offline biometric security technology and needed a brand to support their next stage of business growth and market expansion. With the digital world creating massive opportunities for business and society, it also creates risks and dangers with individuals, companies and countries as they are exposed to malicious activity such as identify theft, financial losses and industrial espionage. But if you use Quardlock’s biometric off-line security for identity verification, physical spaces, digital access and transaction authentication, you become impenetrable. 

    HOW WE WORKED 

    We worked with the Quardlock senior management and technology teams to develop the brand positioning and brand identity.

    THE SOLUTIONS

    This laid the foundation for the brand positioning. The brand tone of voice had to demonstrate solidity and be direct in the way it communicated. No fluff, to the point. We kept the brand assets simple with a view to create immediate impact and also to be adaptable to the various sectors that the technology is relevant for. We worked with the business development and management team to create messaging and a tone of voice that would aid in telling the broader story, quickly framing the threat, but very quickly move to how Quardlock provides the solution. 

    PROJECT DELIVERABLES

    Brand positioning
    Brand strategy
    Design systems
    Brand identity
    Brand guidelines

    THE RESULT

    Sales orders grew. Investors wanted to be buy into the brand and the parterns existed after 2 years.

  • Eve List

    Eve List

    Eve List

    Equivalency.

    ——

    PROJECT OVERVIEW  

    We worked with the NGO Eve List to create a new brand to engage a broader audience and give some energy to their purpose.

    ——

    WHAT WE DID  

    We worked with the founder to really get under the skin of the issue and create a brand that could not only engage multiple audiences, but also create a platform for conversation, ultimately towards creating understanding and equivalency in our workplace environment. We are better when we are working together to solve these societal challenges and as such the brand was centred around the idea of coming together and enhancing each other. This was done through graphic symbols of +, x and ≡, an engaging and open tone of voice and a range of colours for energy.

     

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    PROJECT DELIVERABLES

    Brand positioning
    Brand strategy
    Design systems
    Brand identity