Designing a rebrand for District 2020, the legacy project of Expo 2020 Dubai, was a heartfelt desire for me and a stepping stone in the desired professional direction. When I introduced the project to my fellow students, I was shown some challenges by the seminar group and was made aware of highlights that could be brought out more effectively than it was the case in the current branding. I got confronted with sustainability issues and a conservative culture, and I questioned why their advancements were not prominently featured. As a result, I came up with a communication concept that goes hand in hand with a holistic brand image.

It comes with a Style Guide of 60 pages, layed out in a bilingual format with guidelines for an exclusive Corporate Design including a new logo, signage, a brand new set of icons for services or public landscape and means of communication for different usage of media and audiences.

Different channels can be used in a consistent way to reach different target groups in a homogenous manner and convince them of the district's vision. The motives behind the different components are explained in detail in the style guide.

P.S.: This project has been realized in winter 2020/21. It was announced during a press conference in June 2022 that the Expo 2020 site will not be renamed District 2020, but instead will be known as Expo City Dubai.