Branding RED, an international exhibition management company

In the fast-paced world of Dubai's exhibitions, conferences, and meetings business sector, the need to stand out from the crowd becomes paramount. R.E.D. was a small exhibition management company that struggled to gain contracts in the face of fierce competition. New ownership recognised the need for a strong brand image that would help the company succeed through better recognition. 

We tackled the project by removing the dots from the unmemorable acronym name (Dubai Exhibition Delivery - or something) and just calling it “RED”. In capitals. Big, bold and direct. We needed something highly impactful, so we developed a dynamic pattern of triangles with different colour hues of red and applied this in an integrated manner to background surfaces, truck sides and into the brand mark itself.

The result was an in-your-face brand that captured significant attention and, above all, was instrumental in launching the refreshed company into bigger budget contracts - better able to compete in the frenzy of the UAE meetings, conferences and exhibitions market.