Assessing the efficacy of the Emirati’s most valuable brands

du Brand Guidelines



Working closely with our friends at Hensley Partners, we recently completed the fourth brand identity audit for one of Dubai’s two leading mobile network providers – du. The objective was to assess how effectively the du design system is being implemented.

We analysed almost 2,500 assets from digital applications such as the website and social media posts to physical stores, advertising campaigns and corporate communications. Each piece was assessed against the brand identity guidelines to give a binary value for elements such as the use of the logo, imagery, colour, typography and written content.

We then prepared a report that we discussed with the relevant internal stakeholders and the agencies responsible. Based on this we created our final presentation and report which gave both a percentage value to the assessment as well as a list of observations and recommendations.

The outcome gives du a clear dashboard to enable them to focus their energies on areas of improvement to ensure their brand remains one of their most valuable assets.

du Store