Du
Enhancing every moment
The UAE’s national telecom operator, du, has over 10m individual customers and over 100,000 businesses using its mobile, fixed line, broadband internet, digital TV, ICT and other managed services.
Our initial project for du was to revisit the brand’s proposition, positioning and visual identity, introducing a freshness and modernity while still reflecting CEO Osman Sultan’s original vision of “enhancing your life, wherever, whenever”.
Our initial project for du was to revisit the brand’s proposition, positioning and visual identity, introducing a freshness and modernity while still reflecting CEO Osman Sultan’s original vision of “enhancing your life, wherever, whenever”.
Since our initial work, the Start Design team has been engaged on multiple projects with du, including a brand reset for the du business division, which involved revisiting the brand strategy and visual identity to help differentiate the B2B customer segment from the B2C segment.
To ensure the smooth adoption of the new brand strategy, we created an internal engagement manual that included brand values to help guide employee behaviour, as well as creating various brand assets for the new du HQ, and refreshed brand guidelines for print, packaging and retail.
