When the world becomes one family
Brand
Strategy
As the brand continued to grow in strength, scope and reach, we decided to position DSF as a wholesome family destination. The objective was to not just create an extravaganza that would capture the interest of the region and the world. But also, to drive the growth of sectors such as hospitality and tourism.
The logo was designed as a shopping bag with three colours, red, green and black — which are the UAE national colours. The logo features the four members of the family, which has been the primary target market of DSF. In keeping with the theme, the slogan ‘One World. One Family. One Festival’ was adopted to signal its family appeal to local and international audiences.
We understood that just inserting a currency sign and the word ‘sales’ next to it was not enough to capture consumers’ attention. There was a need for the brand to stand out and offer experiences and relevance. Today, thanks to DSF, countries erect pavilions in Dubai Village to highlight their culture and heritage through handicrafts, clothing, music and dance.
We worked on ways to help the brand adopt multiple strategies to encourage consumers to spend. For instance, to create a sense of urgency and excitement, it often leverages limited-time offers and flash sales during the festival period. Joint promotions and exclusive bundles are offered to attract a broader consumer base. Loyalty programs with exclusive perks and rewards during the festival incentivized repeat purchases. And more such activities keep the DSF buzz alive.
Outcome
Many successful editions later, the festival has become a popular destination, occupying pride of place in the list of highly anticipated events across the world. Today, it is the longest-running festival of its kind. DSF has put Dubai on the world shopping map and continues to attract visitors and big spenders from all four corners of the globe.
DSF has also indirectly influenced Dubai’s calendar, giving birth to more festivals, whether it be on food, music, or leisure, and themed sales promotions that also inject billions of dirhams into the Dubai economy throughout the year. But, most importantly, DSF’s biggest contribution to Dubai, is the growth of its people.
DSF is not just another annual event. It has evolved into an actual season to be celebrated and enjoyed. And while shopping remains at the core of it, the city fills up with concerts, exhibitions, fairs and so much more. In simple words, DSF has become an experience.
When something this impressive is organized on such a huge scale, records will tumble. And that is what happens at the DSF each year. So far, there have been close to 50 records at DSF, and all of these records have been officially recognized by the Guinness Book of World Records.
Lastly, many countries have now begun replicating, offering their own shopping festivals that are similar to the DSF. These shopping extravaganzas serve a dual purpose. They promote retail that boosts the local economy and are beneficial to the shoppers as well. DSF has paved the way for such festivals and has set the benchmark for others to aim for.
Scope of Project
- Brand Strategy
- Branding and Identity Design
- Messaging – Identity System Design
- Web Design and Development
- Digital and Printed Marketing Assets
- Marketing Brochure
- Video Production
- SEO Strategy
Video:
https://www.youtube.com/watch?v=ymJFO_16Dw0
https://www.youtube.com/watch?v=q5gQlllYXio
Website: