Case Study
Brand Dubai
AgencyBPG
DesignationSenior Copywriter / Creative Conceptualiser
RoleBrand Strategist
Year1996–98
SituationThe Gulf War and its aftermath were isolating the Middle East from the rest of the world.
ChallengeDubai’s own commercial ambitions were stalling under that isolation.
BriefBuild Dubai into a global city able to rival New York.
StrategyThe Seven Pillars, a framework built on a world-class airline, industry-specific free zones, freehold residential and commercial property, the Dubai Stock Market, year-round shopping festivals and a recognition system for outstanding performers.
Scope of WorkStrategy and narrative development behind the Seven Pillars.
ResultIn ten years, Dubai went from a small city by the beach to a commercial engine the rest of the world tried to copy.
NoteFirst-hand experience building a city-brand from the ground up.
Working within BPG as senior copywriter and creative conceptualiser, I helped shape the language behind what became known as the Seven Pillars, the framework Dubai used to build itself into a global commercial capital in under a decade. It was early proof that a city could be positioned and sold with the same rigour as any consumer brand, an idea that has shaped every city-brand engagement since, including the ongoing work for Thiruvananthapuram. Few people get to watch a strategy this ambitious play out in real time, let alone help write it.