ABOUT

Dubai had matured and moved beyond the brash statements of the past. But its crowning glory, the Burj Khalifa, the world’s tallest tower, only had a logo to its name. The deeper story of creating one of the world’s true engineering feats, needed to be told. Looking beyond the physical, I helped create an enduring and emotional platform for the brand, in the shape of a brand story, that allowed it to connect with its audience and stakeholders.

By first understanding the emotional effect of this incredible structure on those who came to visit it, the new brand positioning ‘A Living Wonder’ emerged.

The Burj Khalifa brand went from being the world’s tallest tower, to connect on an emotional and experiential level with visitors and the people of Dubai. The brand story captured a tone of voice and a declaration of what the Burj Khalifa brand stood for, making it a symbol of the future for Dubai and laid the foundations for a longer more endearing relationship. The brand story can be seen as part of the physical structure and part of the visitor experience.