land. live. take off.
Dubai International Airport (DXB) has ranked as the World's Busiest International Airport for over a decade.
Industry
Aviation
Geography
Global
Impact
Elevated brand recognition + reinforced leadership position
Services
Brand Strategy + Brand Identity & Architecture + Motion + Advertising
" Mojo played a pivotal role in the strategic positioning, launch and expression of Dubai International Airport’s transformational new brand identity."
As the world's busiest airport by 2014, Dubai International faced challenges from rapid growth, affecting passenger experiences with increased queues, waiting times, and longer transits.
In response, Mojo proposed a strategic shift, creating a distinct passenger-facing brand using the airport’s call sign, DXB, with a more customer-centered approach.
The launch and roll out of DXB's new contemporary brand identity was meticulously planned to resonate on multiple levels. It was designed to be visually and tonally distinct yet integral to its parent company, Dubai Airports Company, and unmistakably representative of Dubai.
Crucially this rebranding aimed to engage independent stakeholders and their employees, fostering a sense of ownership and connection to the brand.
Reinforcing DXB's position as a leader in global aviation.
The extensive DXB branding system ensured coherence in communicating the new identity to over 4,500 airport staff, 15 stakeholder organizations, and an international audience.
from passenger functionality
> to guest experience.
The creation of the DXB passenger facing brand, distinct from the Dubai Airports owner/operator brand, signaled a fundamental shift from optimising operational scale and efficiency to a business focused on creating and delivering the best airport experience for guests.
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