ROI is King

The sports themed development in Dubai World needed a program designed to give Dubai Sports City (DSC) an actionable plan for a profitable out-of-home advertising network as well as a wayfinding and environmental branding communications system. 

We created the concept for a branded, city-wide advertising and communications network: eye-catching and innovative structures that ran throughout residential and commercial areas, along highways, and in a variety of sports arenas.  

We modeled the most likely paths and dwell time for DSC’s various audiences and devised a comprehensive experience map, allowing us to determine the best potential location for the system. We focused on 3 major areas in the overall communications network: approach, arena, and the mall. 

The Dubai Sports City 'shield' logo was used as a design motif throughout the system, effectively dimensionalizing the brand, increasing differentiation and awareness.