Dubai Community Theatre and Arts Centre
Context:
Dubai Community Theatre & Arts Centre is a non-profit community center based in the city of Dubai, United Arab Emirates, hosting events program, courses and art exhibitions. The brief was to rebrand their existing look and feel from the logo and visual language to their website and all communication when referring to DUCTAC and its offerings.
The Challenge:
The client was very attached to their original mask logo so I had to be sensitive when working with this.
The Solution:
Working with this challenge of keeping the existing mask I looked at finessing the lines as well as updating the typeface in order to produce a more modern and approachable logo.
One thing they did not have as a brand prior to my involvement was a visual language. Over multiple presentations I was able to bring them around to the necessity for graphical elements and a visual language that would help infuse their look and feel even when the logo was not present. Using this visual language to create iconography that matched their offerings and create template based art work that would be needed when working on recurring communication such as third party partnerships and exhibitions.
My Role:
The team comprised of only myself the designer and the project manager. I was in charge of everything from concepts, presentation, and finalising of artworks as well as the brand guideline and toolkit. I did have an incredible mentor that I would bounce ideas off every now and then and to him I owe a huge thanks in terms of helping me align the direction.
Visual designer
User experience designer for basic UX user flow of concept website
Presentation to client
The Year:
2017
Update:
Unfortunately DUCTAC merged with Majid Al Futtaim and all branding projects stopped. Being a subbrand of Majid Al Futtaim required each subbrand to incorporate the M from their company logo. DUCTAC ceased to exist for the year of 2018 - 2019 and since leaving the company to pursue a career in UX/UI Design, I am unaware of any changes to this plan.
