A new landscape

We partnered with a private wealth fund to develop the strategy and brand identity for the Dubai’s first gemstone museum. With the city increasingly competing with world cities such as London, New York and Tokyo, a set of investors came together with the vision of adding to the growing cultural landscape. Abu Dhabi has The Louvre, the Zayed National Museum and Guggenheim, this was the perfect time for a project as ambitious as a gemstone museum.

Our findings revealed a need for a gemstone museum to cement Dubai as a leader in culture. We named the museum Noor Dubai to be able to shine a light on the city with Noor meaning ‘light’ in Arabic. From there we created an identity that took into account the ‘Three C’s’; cut, colour and clarity. From the heavily angled brandmark with its translucent material, to the visual language reflecting multiple shards of colour, we were able to build an identity that was both global and local at the same time.