Dubai International Financial Centre (DIFC)

Managing an iconic Dubai brand, from strategy to activation


Project overview

Dubai International Financial Centre (DIFC) is one  of Dubai’s iconic property developments and a key contributor in building the Middle East’s financial services landscape. The world’s leading financial powerhouses have chosen to set up their regional offices within DIFC due to its prestigious international reputation and access to emerging markets.

Dragoman was appointed as DIFC’s brand management agency to roll out the existing brand guidelines ensuring that communications and branding activities we aligned and building equity in the DIFC brand.


What we did

As the relationship grew, Dragoman provided strategic brand advice, brand architecture recommendations and delivered integrated acquisition campaigns for their business development team.

With the activation of the masterplan taking shape and the 15th anniversary there was a need to review the brand positioning to ensure the brand remained a strategic supporter of business growth for the next 15 years.

Dragoman assessment the existing brand strategy and positioning statement, testing its relevance in today’s evolving market and against their future business offer. Additionally, the new lifestyle experiences provided by the masterplan needed to be taken into consideration when mapping out the brand architecture and deciding on the stretch of the brand. After conducting several stakeholder interviews and market research we identified key triggers for each audience segment, developing the new brand proposition with specific value propositions for business and lifestyle offers. We then evolved the brand visual assets and created a messaging matrix to allow DIFC to activate the brand in both the digital and physical worlds, laying the platform for the next 15 years.

This work resulted in Dragoman evolving the DIFC FinTech and the DIFC academy (click here to see and read more) brands to ensure that these brands were aligned to the new brand architecture. The FinTech Hive brand also was no longer representative of the business or the every shifting fintech industry (click here to see and read more)

Dragoman have also created and rolled out key campaigns for DIFC.

The ‘No.1 campaign’ which successfully raised brand awareness in key markets and refreshed DIFC’s current brand perception. The dual language campaign ran across multiple international markets, including the UK, Europe and Asia. The campaign generated 115 quality new business leads. (click here to see and read more)

Dragoman and the team at DIFC conceptualised the Harnessing Local Talent (HLT) competition. A national campaign aiming to attract local designers and homegrown brands, with the winners given the opportunity to set up a retail presence in The Design House, DIFC’s dedicated space for SMEs. (click here to see and read more)



Insights and research
Brand strategy
Brand assets
Design systems 
Brand rollout
Brand communication 
Brand guidelines
Brand management


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