For fifteen years, White Dubai entertained guests, becoming one of the World's most captivating entertainment brands and a top 15 super-club. We were asked to help the senior leadership team create a captivating new brand strategy and visual identity to support the evolution of the White
experience ahead of the launch of a completely new club and White Dubai brand.

Immersing ourselves in the brand and the experiences it's delivered over the first fifteen years of its life, we set about creating a strategy that would enable it to thrive over the next fifteen. The new brand framework – Entertainment Produced With Wild Passion, enables White to continually reinvent itself, while the brand behaviours enable it to provide new experiences that are immersive, captivating and exhilarating.

The re-birth of Dubai's iconic super-club identity is symbolised by a graphic, bold pair of doves, embodying the essence of the brand as it soars to new heights in entertainment. With wings outstretched, the doves signify White's commitment to transporting guests to a place where the night becomes a canvas for stellar experiences. Our new colour palette, called Cobalt Silver comprises cobalt blue, silver and white, conveying a sense of modernity, creativity, energy and technology.

The typography features a monospace font – a technical typeface born from the early days of digital and chosen deliberately to represent the way digital experiences are so intertwined into the White brand of the past and crucially, its future.

Following the launch of the White Dubai brand strategy and visual identity, White launched its new brand of entertainment at a one-off event for a 10,000 capacity crowd, winning awards and accolades along the way. Tune in to White Dubai's social channels and watch it soar.