UAE Government Leadership Programme
A Journey
I've gotten the opportunity to work at the Prime Ministers Office in the Government Leadership Programme as a creative lead (but the official job title is Research Analyst). It's definitely a journey because I had to learn a lot of new things on the job.
My very first project came in the form of a rebranding proposal.
This is where the brand stood for the past 8 years. The programme's vision is to enable and discover leaders across multiple sectors; Federal, Local and Private.
Coming into this, I was part of a fully upgraded team. The programme's vision was also updated. So it was the right time to update the visual language of the programme and bring it up to date with its new purpose.
The first obvious step was to minimize and limit the number of interactions happening with the brand.
That was translated visually by using flat colors, rounding off the corners of the original shape, and using a modern typeface.
The story in mind was "Building Blocks". The team didn't want to completely move away from the original brand, which was significant, and I totally agreed with them. But there was a need for a story, something we could use to interpret the visual language across multiple channels. So the concept of building blocks made a lot of sense. We are building the next generation of leaders. Some applications of this new brand language manifested in these ways.
The way the blocks/squares were used tells the story of how leaders are built. The artworks at the top demonstrate two distinct usages of the blocks. Left is the registration callout and it is where the blocks are superimposed on top of each other signifying a work in progress. The one on the right is the graduation and where the blocks are now aligned.
I want to highlight how the blocks were highly used during the first era of the new brands existence.
Some other sub brands were also developed for the events/initiatives the programme was running linked below:
Leaders Mentors | موجهين القيادات
Heya | هيا
