Dubai Institute of Design and Innovation, DIDI, is a design school inside Dubai Design District, and this is the identity and communication work built around it.
The argument writes itself if you let the location do the talking. The campus sits inside the creative community of d3, the centre of design in the region, rather than on a campus outside the city. Students study surrounded by working designers and innovators, with internships and networks on the doorstep. The line is This is DIDI, set large and flat in the brand orange.
The clearest device in the system is the programme badges. Product Design, Multimedia Design, Fashion Design and Strategic Design Management each get a two letter tile, Pr, Mu, Fa and St, built in the visual language of creative software icons. For an audience that opens those applications every day it is instant recognition, and it quietly frames the four majors as tools rather than departments.
Colour is deliberately narrow. Orange carries the brand, a deeper red sits under it, and a warm grey holds the space. Photography is students in the district rather than posed in studios, shot in daylight against the architecture of d3.
Applications cover prospectus and recruitment collateral, campus signage, digital and social.
