Evolving the National Pavilion UAE Brand Identity

We recently completed the evolution of the National Pavilion UAE brand identity system.

Since commencing its participation at La Biennale di Venezia in 2009 the National Pavilion UAE (NPUAE) has developed and evolved. Strengthening its core purpose to endorse the UAE’s contemporary practices on an International platform and helping support the nation’s diverse and developing cultural scene. The ways in which the NPUAE communicates had also evolved. With the growth of digital comms channels and online content appetites, the time had come to review and refresh the brand’s identity system to better represent itself and better communicate with its stakeholders.

Having helped establish the branding for the NPUAE back in 2009, one of our first projects here at M&B, it was a real pleasure to be invited back to help with this important next step. Our Creative Director Elliott Brown sat down with the NPUAE brand team to discuss the evolution and launch after 10 years:

What is felt like to be updating a logo that was designed 10 years ago at the very start of NPUAE’s establishment?
It was an honour and a pleasure to help evolve the National Pavilion UAE's brand identity and brand system. Working closely with the NPUAE team we were able to establish a clear roadmap to success, highlighting focus points to develop through the creative process. Ultimately to help set the brand up stronger and better equipped for all future endeavours.

What it feels like to be selected to design the initial brand and brand refresh ten years later?
It's always a lovely feeling winning a new brand brief but this was one of M&B's first branding projects and was a big deal for us. Art is one of the core industries we focus on here at the agency and we have a huge amount of experience in it. So to help create a brand identity system for such an important institution endorsing the UAE's contemporary practices in art and architecture was a perfect fit. We always strive to develop long-lasting partnerships at M&B so it was fantastic to be approached ten years later to help with the redevelopment of the brand. Through any brand process, you build up a deep understanding of a company and a huge amount of trust and alignment between you and the team you are working with. This understanding of the NPUAE allowed us to hit the ground running.

Any insight/ take that people should know about the refresh/ approach?
The whole process was about evolution, not revolution. NPUAE has built up a formidable reputation since its launch, establishing itself as a leading light in developing the UAE's cultural scene. We wanted to take the foundations created ten years ago and evolve them to better equip the brand moving forward for the next ten years plus.

To find out more about the National Pavilion UAE visit their website – www.nationalpavilionuae.org

We will be sharing a full case study soon.