Xische was brought on by the government to research, benchmark and articulate the unknown story of a thriving digital city with a digitally native, innovative brand identity and narrative.

TELLING THE STORY OF A CITY

Dubai Smart Government is a decreed government organization established in 2003 with a mandate to transform the government of Dubai into an e-government. Thousands of active shared services and a combined impact of over US$1 billion saved for the city, the organization was in need to express it continual evolution powering the city. Over 1,200 hours of stakeholder interviews, research and analysis, the teams at Xische built an evidence based narrative to tell the story of Dubai's smart government.

What emerged from the narrative was a clear sense of purpose that needed to be visualized in a the new everyday digital era. The team conceived a dynamic identity that embraced over 200 shape variations, an interchangeable palette of over 64 colors and a limitless set of vibrant, distinct and yet unique logotype variations that all communicated the essence of Dubai's smart government.