Dnata goes for Brasher global branding

Dnata has appointed Dubai-based Brash Brands as its new global branding partner. The appointment is effective immediately and follows a five-way pitch process for the business, called in May of this year.

Brash Brands has been charged with developing and rolling out a new platform for Dnata’s brand, part of a Dnata initiative to grow its global profile and expansion agenda. Dnata is the Middle East’s largest supplier of ground handling, cargo and travel services and part of The Emirates Group

Speaking of the appointment, Gary Chapman, president of Dnata and group services, The Emirates Group, said: “Building on Dnata’s success to date and ensuring that our long-standing brand truly reflects our core values and global aspirations will be the central focus of our partnership with Brash, as we continue to evolve and enter an exciting new growth phase.”

Founded in 1959, Dnata is headquartered in Dubai and employs over 12,000 staff. The company has over 200 retail outlets and in 2008, the company moved  3.9 million tonnes of cargo and assisted 90 million passengers on their travels.

Brash Brands was founded in Dubai in 2007 and as well as a presence in Abu Dhabi, also operates offices in London, Singapore and Shanghai. The branding agency’s client portfolio includes TDIC, Burj Khalifa and Yas Links Abu Dhabi.



  • Let’s hope Brash do a better job for Dnata than they do for themselves. Here’s a single sentence from the barely-literate CEO’s quote on their own website.

    “They are the unsung hero’s (HE MEANS ‘HEROES’) of your travel experience and what we have done is redress that balance (WHAT BALANCE?), elevating the sense of pride and purpose that each employee feels in ensuring that there (HE MEANS ‘THEIR’) customers (PUNCTUATION?) promises (THE CUSTOMERS MAKE THE PROMISES?) are delivered.”

    Poor show.

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