Abu Dhabi Tourism Authority
Abu Dhabi Events was created to position the capital as a world-class destination for culture, entertainment and global talent. At the heart of the brand was a simple promise: If it’s happening, it’s on abudhabievents.ae. The ambition was to build a platform that could keep pace with the city’s expanding calendar while offering an intuitive and engaging experience for both residents and visitors.
Working in partnership with the Abu Dhabi Tourism Authority, we led the brand strategy, visual identity and multi-channel rollout across web, mobile, social and email. The identity was designed to flex across seven event categories including art, business, education, local culture, lifestyle, music, sport and family, reflecting the diversity of experiences across the city.
User experience sat at the core of the work. We designed and evolved the digital platform into a content-rich destination featuring more than 4,000 listed events and over 100,000 registered members. A sustained social campaign grew membership by more than 40 percent and brought the brand to life through interactive, shareable content.
To extend participation beyond the platform, we created a custom mobile app that allowed users to capture and post their own moments in real time, turning audiences into contributors and amplifying reach organically.
The brand was further activated through live and experiential moments. In collaboration with JBM Dubai, we launched the platform with a large-scale live performance experience featuring 40-meter screens and local talent. We also deployed branded photo activations at global events, enabling personal expression while generating valuable engagement data for partners.
If it’s happening, it’s on…
Designing a digital-first events platform for locals and global visitorsAbu Dhabi Events was created to position the capital as a world-class destination for culture, entertainment and global talent. At the heart of the brand was a simple promise: If it’s happening, it’s on abudhabievents.ae. The ambition was to build a platform that could keep pace with the city’s expanding calendar while offering an intuitive and engaging experience for both residents and visitors.
Working in partnership with the Abu Dhabi Tourism Authority, we led the brand strategy, visual identity and multi-channel rollout across web, mobile, social and email. The identity was designed to flex across seven event categories including art, business, education, local culture, lifestyle, music, sport and family, reflecting the diversity of experiences across the city.
User experience sat at the core of the work. We designed and evolved the digital platform into a content-rich destination featuring more than 4,000 listed events and over 100,000 registered members. A sustained social campaign grew membership by more than 40 percent and brought the brand to life through interactive, shareable content.
To extend participation beyond the platform, we created a custom mobile app that allowed users to capture and post their own moments in real time, turning audiences into contributors and amplifying reach organically.
The brand was further activated through live and experiential moments. In collaboration with JBM Dubai, we launched the platform with a large-scale live performance experience featuring 40-meter screens and local talent. We also deployed branded photo activations at global events, enabling personal expression while generating valuable engagement data for partners.
TEAM
Brand Abu Dhabi
JBM
Brand Abu Dhabi
JBM
CAPABILITIES
- Brand strategy and positioning
- Brand identity systems
- Digital platform and user experience design
- Content and category architecture
- Social and community growth strategy
- Mobile app experience
- Experiential and live brand activation