FUTURE ENERGY PRIZE – EVENT IDENTITY by Landor Dubai for MASDAR

Adsarchive » Design & Branding » MASDAR » FUTURE ENERGY PRIZE – EVENT IDENTITY

FUTURE ENERGY PRIZE – EVENT IDENTITY

Pin to Collection
Add a note
Industry Shows, Events & Festivals, Business equipment & services, Corporate Image
Media Design & Branding
Market United Arab Emirates
Agency Landor Dubai
Creative Director Shaun Loftman
Released November 2010

Credits & Description

Category: Design Typography
Advertiser: MASDAR
Product/Service: FUTURE ENERGY SOLUTIONS AWARDS
Agency: LANDOR ASSOCIATES
Date of First Appearance: Nov 10 2010
Entrant Company: LANDOR ASSOCIATES, Dubai, UNITED ARAB EMIRATES
Creative Director: Shaun Loftman (Landor Associates)
Design Director: James Pass (Landor Associates)
Senior Designer: Aimen Alwan (Landor Associates)
Client Director: Mariagrazia Deangelis (Landor Associates)
Media placement: Future energy prize - Invitation - VIP Invitation / Global media - 10.11.2011

Describe the brief from the client
We were briefed to create a distinctive visual identity for the prestigious Zayed Future Energy Prize, 2011 – for VIP invitations and the event branding. The brand identity had to speak to both the regional Arabic community and the international audience.

Describe the challenges and key objectives
This prestigious international award is growing in stature. It carries the name of Abu Dhabi's visionary leader and principle architect of the formation of the United Arab Emirates, the late Sheikh Zayed.

With an award of $2.2 million for first prize, the Zayed Future Energy Prize is now recognised and renowned as a landmark global event in the future energy calendar. It was crucial that the ZFEP communicated its future thinking and progressive brand values, but equally conveyed where the brand's cultural and traditional roots originated… from Abu Dhabi to the world.

Describe how you arrived at the final design
Fusing the traditions of Arabic typography and calligraphy with the scientific nature of the brand, we crafted the words ‘Zayed Future Energy Prize’ into an inter-connected but fluid and contemporary visual expression of the Arabic language. The design styling of the crafted Arabic typography was inspired by futurism, circuitry and solar technology.

Give some indication of how successful the outcome was in the market
The typographic styling of the identity was so successful that our client team decided to implement the visual language across a series of extra touch points. These included full environmental branding of the event, digital screen graphics, event movie styling, animation, podium backdrop, graphic wall panels and banquet menus.

The invitations book (of past winners) and the entire branding scheme received many compliments and accolades.