Something Better

Brand Strategy | Brand Identity | Corporate Comms | Marketing Strategy | Launch Strategy | Brand Guidelines

A better connected UAE

We created a fresh and bold brand identity for Du, the first challenger to the telecoms market in the United Arab Emirates (UAE) since the 1976 launch of Etisalat, the state-owned telco provider. It represented a bold new approach.

The challenge

Du is a mobile, fixed-line, broadband and IPTV supplier for homes and businesses across the UAE.

Originally known as the Emirates Integrated Telecommunications Company (EITC), the business was set up to create a viable commercial alternative to the state-owned Etisalat. Ahead of its big launch in 2007, EITC were faced with a table of campaign ideas, but were seriously lacking a robust brand identity.

We were briefed to develop a holistic brand identity and launch strategy that would reflect this fresh-faced newcomer.

The outcome

The project timeline was tight, so we had to be quick-thinking. Existing UAE telecommunications services in the UAE were utilitarian and impersonal. It was clear that this new brand could raise the bar by focusing on better customer service.

The client’s chosen brand name ‘Du’ (derived from Dubai) was our inspiration.

“Over the last 7 years, we've built a billion dollar brand with the help of our people and our partners.

So take a bow Turquoise for being part of our journey.”

Ashish Banerjee, Vice President Brand Development (Commercial)

Breathing new life into telecoms

Using the word ‘Du’ as a verb, we played with language to convey the idea of change through action, starting with the brand’s proposition Du Something Better. The new marque grew out of this thinking. A single, rounded stroke is supported by a light and fresh colour palette to convey the inclusive and optimistic approach of the brand.

A brand with people at its heart

It was clear that real people needed to take centre stage. We created a photographic library of informal people-focused imagery that followed a consistent aesthetic for the client and their creative partners to use for launch and beyond.

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An award-winning brand

Du continues to go from strength to strength. After attracting over a million subscribers within the first nine months, it won Best Brand at the Telecoms World Awards Middle East.

Telecoms World Awards:

Best Brand – Winner