49TH NATIONAL DAY

A narrative titled “Seeds Of The Union” was the key & driving concept behind UAE’s 49th show celebration. A kinetic sculpture set at the Jubail Island, Abudhabi that was creatively directed & executed by Es Devlin & her team.

The show’s brand system was a creative expression inspired by the vision of the founders & leadership’s method. Projecting through the concept of resilience & hope through resonating, sharing, and echoing from generation to generation.

Resonating towards light , was the creative expression which inspired the brand’s visual system. By establishing a vast graphic library representative of translating elements that portrayed the concept of seeds , propogation , & light. Whilst building an image library focused on highlighting and celebrating UAE’s land and texture’s in its two states of day & night through collaborating with Noora Al Neyadi aiming to capture the essence of what this land is all about.

The Spirit of the Union brand mark was rebranded for the 49th year. Establishing a refined version whilst considerate of a more flexible system to its usage.