Defining Dubai’s first-ever Centre for Culture and Arts

Dubai Opera


Dubai Opera is now of one of Dubai’s most iconic destinations for the performing arts. Located in Downtown Dubai, which has been called “the most prestigious square kilometer in the world”, Dubai Opera’s vision is to entertain and enrich Dubai’s residents and visitors and be the definitive destination for quality entertainment productions and performances. 

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The impending launch of Dubai Opera in the Autumn of 2016 made it necessary to develop a strategic brand positioning that could be translated into a comprehensive and cohesive brand identity system to be used for promoting the venue and events as well as in engaging the local and international community.

Joie Brands was tasked to develop a brand identity system based on a pre-existing logo design and colour palette and set parameters and guidelines.

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We began by defining a strategic positioning for Dubai Opera— the idea was based around the premise that the multi-format performing arts theatre will support the spread of culture and arts locally and regionally thereby “making waves” throughout the community. 

This positioning evolved naturally into a visual identity system inspired by sound waves and the dilation of the eye’s pupil as a spectacle unfolds in front of an audience member. Based on that, we developed a series of flexible circular design assets that also reflect Dubai Opera’s philosophy to become the cultural heart of the city. As the arts make a splash in the very centre of Dubai, they will ripple out from the hearts and minds of their audience both geographically and metaphorically. Our team also developed a comprehensive brand architecture and design language for all of Dubai Opera’s show categories.

To tease the launch of Dubai Opera and promote the first-ever show season for Autumn 2016, our team wrote and produced 30 second promotional spots that were displayed across Downtown Dubai, the Dubai Mall and on the OSN network.

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A deep and vibrant ruby red adds richness to the visual identity

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Use of dynamic imagery brings movement and complements the circular graphic device

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Categories are differentiated through a varied colour palette

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