Client: UAE Pro-League
Arabian Gulf League / Arabian Gulf Cup / Arabian Gulf Super Cup
Sector: Sport
Role: Senior Designer
Agency: Start Design
Personal Responsibility: Three Visual Identity systems: Created an ownable look for each competition, whilst achieving unity as a set.
Awards:
Transform Awards MEA 2020:
Best Implementation of a Brand Development Project – Silver
Best Visual Identity (Sports, Travel, Leisure & Tourism Sector) – Bronze
Best Strategic or Creative Development of a New Brand – Highly Commended
The UAE Pro-League is responsible for the professional football competitions of the UAE: Arabian Gulf League, Arabian Gulf Cup and Arabian Gulf Super Cup. The organisation and competitions wanted a rebrand that would convey the energy and excitement of football in the UAE, and in turn increase the fan-base across the UAE and internationally. The rebrand of the UAE Pro-League was launched at Dubai's Burj Khalifa. The identities were featured in a spectacular light show across the iconic building.
ARABIAN GULF LEAGUE
A festival of football – The Arabian Gulf League (The UAE's professional Football Club competition) flaunts a spectrum of colours, representing the inclusivity and diversity of the UAE, as well promoting the colours of the 14 clubs involved. The identity takes inspiration from the geometric logo, and aims to amplify the action – capturing the buzz and energy of the game throughout the football season.
ARABIAN GULF CUP
The visual language for the Arabian Gulf Cup was inspired by the knockout stages of the Cup format. Dynamic lines overtake one another, until one becomes the ultimate champion. It was important the Cup's identity felt unified with the League's, this was achieved through masking the hexagonal shapes within the directional lines.
ARABIAN GULF SUPER CUP
The prestigious Arabian Gulf Super Cup took on a darker premium palette to emphasise the regality of the annual champions match.