No One, a part of AUG, the Branding and Design Agency, has announced the new positioning, identity and experience for the UAE’s vibrant arts and culture scene.
Abu Dhabi Festival, held annually under the patronage of His Highness Sheikh Abdullah Bin Zayed
Al Nahyan, Minister of Foreign Affairs, and the patronage of Her Highness Sheikha Shamsa bint
Hamdan Al Nahyan, is a beacon for innovators, artists, and cultural enthusiasts.
For 21 years, the Festival has nurtured creativity and innovation in empowering the nation’s youth.
No One partnered with Abu Dhabi Festival to create a new visual identity and positioning that would set them on the right path. Adaptable and dynamic, the new identity comes to life to reveal the greatness of the festival, according to the company.
Fadi Yaish CEO and Creative Chairman of And Us Group said: “This partnership is a testament to our team’s unwavering commitment to pushing branding and design boundaries, delivering tangible value, and staying true to our core principles.”
This year, Abu Dhabi Festival is aiming to attract performers and audiences from around the globe and position the festival as a major player on the global performance arts scene.
Giovanni Borde, Executive Design Director of No One states: “Different from previous years, our main goal for Abu Dhabi Festival was to build an identity that is iconic and timeless. One that will grow with the festival — reinventing itself with every different festival theme.
“We did this by building a strong visual narrative around an element that is not only engrained in the festival’s essence, but the entire arts and performance industry as well. ‘The Spotlight’ — The ultimate achievement of any artist or performer. It is both emotional and aspirational, while also being completely adaptable. With this in mind, the possibilities are endless.”
