The Brief

To review the DP World brand and provide recommendations with regard to it’s identity and positioning to ensure it remains relevant in today’s market.

This international port operator was formed in 2005 after the merger of Dubai Ports Authority and Dubai Ports International.

Brand repositioning

Since its foundation as an international ports operator, DP World has developed significantly both in terms of its geographic sphere and the services it offers.

The provenance of the name DP (Dubai Ports) is no longer as relevant, having extended it’s reach to more than 40 countries.  From port operator to an end to end global data-driven supply chain solutions provider, a more cohesive brand identity was required to better reflect the DP World of today and take it into the future.

From local to regional to global 

Major acquisitions and organic growth had led to a diverse and sometimes disjointed brand landscape, with a decentralised approach.

A more unified approach and a new framework were required to bring consistency and clarity to the management of their brand.


Research-driven approach

We conducted three way research to establish the widest possible perspective:

  • Purpose and vision
  • Values and mission
  • Proposition and position
  • Personality and audience
  • SWOT
  • Brand identity and applications

Starting with a comprehensive survey of key stakeholders, this primary research was undertaken by way of questionnaires, telephone and face to face interviews.

Secondly, we reviewed their online presence and finally we audited their physical brand touchpoints.

The results of this research programme provided us with a platform from which to make detailed strategic recommendations.

As a result of this strategic review, we delivered a roadmap for the further development of their:

  • Brand positioning
  • Brand identity
  • Brand communications
  • Brand applications
  • Brand governance


Brand management framework

The DP World brand is supported by Brandspace, their online brand management system or DAM (digital asset management) which sits at the heart of their approach to brand governance.

Home to all their brand assets –  guidelines, documents, templates – we reviewed the entire system and made recommendations with regard to access, clearer definition of roles and responsibilities, a revised marcomms strategy and improved demarcation between principles and application.