How do you embed the story of a city in over 100 million devices, reaching 180 countries around the world?
Branding, Product Design, Storytelling
How do you embed the story of a city in over 100 million devices, reaching 180 countries around the world? By creating a font that represents a city. Presenting Dubai Font.
Dubai Font is more than just a font. It is a brand for the city, representing its people and carrying its values. Simply known as Dubai, it was created to promote literacy and freedom of expression for all.
The project was commissioned by His Highness Sheikh Hamdan and launched by the Executive Council of Dubai in partnership with Microsoft. Dubai is the first city in the world to have its own Microsoft Font. By officially launching the font on Microsoft Office 365, brand Dubai was embedded in 100 million+ devices globally and would be seen in millions of laptops, computers and mobile phones around the world. A collaboration between multiple agencies, turned the drop-down menu of font libraries into a medium to spread brand Dubai globally.
Dubai Font was designed by Dr. Nadine Chahine of Monotype. Drawing inspiration from traditional Arabic text and Dubai’s futuristic visage, she crafted a typeface that embodies the old and new, local and global. The font design creates a harmony between Latin and Arabic scripts – resulting in a new harmony between the two without sacrificing the authenticity of either.
Dubai Font has been officially adopted and is used by businesses, newspapers, government institutions and citizens, and its story and launch was discussed worldwide.
Working with a stellar team at Y&R Dubai, The Executive Council of Dubai, Mirum, MCS/Action, ASDA BCW and Hill + Knowlton, the campaign recorded a total reach of over 194 million with perceived ad value of over US$6.75 million.
#ExpressYou recorded 44.42 million impressions in English and 94.48 million in Arabic; #DubaiFont gained 97.09 million impressions in English and 119.54 million in Arabic.
Oh and it also won a Dubai Lynx 2018 award for Corporate Image and Sponsorship