Brand Dubai activates Jumeira’s brand identity campaign that seeks to raise the neighbourood’s profile as a destination that provides diverse creative experiences.
Brand Dubai, the creative arm of the Government of Dubai Media Office (GDMO), in partnership with the Roads and Transport Authority (RTA), Dubai Electricity and Water Authority (DEWA), Dubai Municipality, Department of Tourism and Commerce Marketing, Dubai Sports Council and Dubai Culture and Arts Authority has activated a destination brand identity campaign for Jumeira aimed at further raising the neighbourood’s profile as a social and cultural hub that provides diverse creative and aesthetic experiences for residents and visitors.
The new campaign forms part of the Jumeira Project, an initiative launched in 2018 to transform the neighbourhood into a creative and social destination. The brand identity campaign seeks to highlight Jumeira’s unique character as a bridge between the city’s past and present. The campaign also celebrates the combination of Emirati heritage and cosmopolitan urban spirit that defines Jumeira.
The various design elements of the destination logo, which features the Arabic word Jumeira, capture the essence of a neighbourhood that in many ways represents the soul of Dubai. The curves in the logo represent the waves, street fences and traditional architectural style commonly found in the neighborhood while its sharp angles represent the design of its modern buildings. Key elements of the design also reference traffic signals and the road, signifying Dubai’s development journey and its vision for the future. The blue color of the logo is inspired by the sea that has deeply influenced Jumeira’s character both in the past and present.
Her Excellency Mona Al Marri, Director General of the Government of Dubai Media Office said: “The Jumeira brand identity initiative is aligned with the vision of Vice President and Prime Minister of the UAE and Ruler of Dubai HH Sheikh Mohammed bin Rashid Al Maktoum’s vision to raise Dubai’s profile as a cultural and tourism destination both regionally and globally. Through the campaign, we seek to highlight the neighbourhood’s vibrant character and its rich history. While being deeply rooted in the country’s traditional culture, Jumeira also represents the progressive values and aspirations that have shaped Dubai including its futuristic vision and inclusive ethos. The initiative is part of Brand Dubai’s efforts to infuse a new creative energy into one of the city’s prominent neighborhoods and showcase its distinctive heritage, modernity and innovative spirit.”
His Excellency Mattar Mohammed Al Tayer, Director General and Chairman of the Board of Executive Directors of the Roads and Transport Authority (RTA), stated: “Our partnership with Brand Dubai, which has spanned several years, has enabled the RTA to participate in several initiatives to enrich Dubai’s urban environment. RTA continues to support the Jumeira Project by displaying the Jumeira logo on its main directional signages at three vital streets, 2nd of December Street, Umm Al Sheef Street, and Umm Suqeim Street. RTA will spare no effort in committing all its resources for the success of the Jumeira Project. We will also be working with Brand Dubai to soon unveil a series of public art installations as part of the second phase of the Jumeira Project. The initiative will see eight sculptures created by international artists being installed at select bus stops along Jumeira Road stretching from the Dubai Canal to Jumeira Al Naseem.”
