Du branding: Enhance every moment, wherever, whenever

Client
EITC
Role
Brand Design
Market
UAE
Sector
Telco

Following a multi-agency pitch for du branding, Emirates Integrated Telecommunications Company (EITC) appointed Start Design as its brand agency of record in January 2019. Our remit covers key areas such as du branding, EITC group brand architecture development, new group brand identity development and support across the digital transformation initiatives of EITC’s portfolio of brands, including du and Virgin Mobile. Launched in 2007, du is a UAE national telecom operator with 9m individual customers and 100,000 businesses with mobile, fixed line, broadband internet, digital TV, ICT and managed services.

Bringing freshness to du branding refresh

The saliency of Osman Sultan’s 2006 vision for launching du – “enhancing your life, wherever, whenever” has inspired our initial work. This has involved revisiting and realigning du branding, its proposition and visual identity, reintroducing the freshness that characterised du’s success over the years after launch. We are contemporising the du branding by introducing a mobile and digital first approach, to re-establish more relevant differentiation for the brand across consumer products and services. The first phases of new du branding work are being implemented in the UAE from Summer 2019.

“As a dynamic group managing top-tier customer-facing brands, we are at the forefront of technological revolution – hence it was natural for us to look out for a new generation consultancy to shape our future brand design. We are delighted to have Start Design on board, and we feel they are well-equipped to carry forward our journey.”

Osman Sultan
CEO, EITC