Prophet Logo For Abu Dhabi Evokes Arabic Calligraphy

Campaign Emphasizes Experiences

Prophet has developed a destination brand and campaign for the Abu Dhabi Department of Culture and Tourism (DCT). The client’s goal: to position the country as diverse, open, and progressive; to promote the emirate’s heritage and culture; and to welcome the world to its unique offerings. “Abu Dhabi has been developing rapidly and it was our job to tap into the essence of this fascinating place and design a brand and campaign to share with the world,” said Jessica Holdcroft, partner at Prophet who led the strategy on the project. “We took a customer-centric, data-led, approach to develop the brand, starting with a deep immersion in all that Abu Dhabi has to offer – both the tangible and the intangible – and to see first-hand the diversity of experiences on offer.”



The new campaign: “Experience Abu Dhabi. Find Your Pace” is being unveiled in the Gulf Cooperation Council Countries, France, the U.K., the U.S and Abu Dhabi itself. It emphasizes the nation’s Emirati heritage and connects it to the living culture offered by the Saadiyat Cultural District, home to the Louvre Abu Dhabi, and Yas Island, theme park and waterfront attractions.



“From the positioning and messaging, to the verbal and visual expression, the campaign was designed to support Abu Dhabi’s growth ambition to be among world-class destinations of choice,” said Clive Rohald, partner and executive creative director at Prophet. “In order to bring the new tourism destination positioning to life, we crafted a bespoke logotype reflecting nuances of Arabic calligraphy with a strong editorial aesthetic, a more human-centric, natural, reportage-oriented image library, a broad color palette reflective of visitor passions and a suite of ‘connective’ graphics reflecting ‘connectedness’, pace and rhythm.”


Prophet has 15 global offices and a staff of more than 700.