As the Creative Director of the design team at StartJG my task was to work closely with the client to realise the first ever extreme sport brand born out of UAE. We created an extremely bold and contemporary look and feel that is reflective of the brand and its ethos. We developed the brand strategy, positioning, tone of voice and the launch plan for the brand. The brand was launched with the first ever base jump from Burj Khalifa. And the latest showcase of the brand is in the Samsung Galaxy S6 TVC featuring Jetman with 'X Dubai' all over the commerical.
The X Dubai identity converts the Arabic script for ‘Dubai’ into an X-shape. This has then been stylised in a contemporary and bold style, using an eye-catching black and yellow colour palette, punchy typography and a vibrant accompanying visual language.