CHALLENGE
DP World’s brand architecture had become too rudimentary to support the organisation’s accelerating growth and strategic ambitions. With 70+ sub‑brands operating in silos and no central governance, guidelines or tone of voice, each market devised its own visual identity- resulting in a patchwork of logos, creative choices and messaging that failed to communicate a unified proposition. The existing system lacked the strategic scaffolding to uphold a strong global narrative or provide clear direction for regional teams as they navigated new markets and partnerships.

This brand fragility threatened to undermine DP World’s broader business transformation into a data‑driven, end‑to‑end supply‑chain solutions provider. Disjointed communications duplicated creative effort, diluted stakeholder confidence and slowed the integration of new business acquisitions and confused stakeholders. A comprehensive brand strategy was urgently needed to align purpose, streamline governance and deliver consistency at scale rapidly.

STRATEGY
I led a five‑year, end‑to‑end brand transformation programme, beginning with competitive tenders to appoint specialist agency partners and the formation of a Brand & Strategy Council for executive sign‑off at each milestone. We then built a unified brand architecture and refreshed visual system to convey modernity and connectedness.

I oversaw the creation of message houses, the launch of a new brand purpose, and the implementation of governance workflows underpinned by technology solutions. A central digital‑asset management platform and e‑learning modules ensured swift, consistent rollout across all markets, and every element was codified in a comprehensive brand policy.

EXECUTION
The new identity was unveiled at the Expo 2020 Dubai pavilion opening in 2021. Phase 1 rolled out BrandSpace (brand and digital asset site) alongside comprehensive toolkits, template‑ready packs for regional teams, employee welcome kits and core messaging for senior leaders and managers, reinforced by webinars with the Chairman and CEO.

Phase 2 extended the brand across digital channels and printed materials- from corporate websites, brochures and business stationery to reception areas and last‑mile delivery vehicles. Phase 3 completed the rollout across internal documents, continued rebranding of operational equipment and real estate as per service cycles, introduced acquisition integration packs, a culture playbook and saw the launch of an employee value proposition in early 2025.

This video below showcases the old DP World logo and brand identity system and the refreshed syste, on the right.