DuBox is the pioneering vision of the Amana Group, a UAE based industrial and construction company. Their big idea was to maximise the advantage of modular concrete building techniques in a region where bespoke, on-site construction can prove problematic. It’s an innovative business model that offers some compelling customer benefits, including speed, efficiency, quality, and sustainability. With the brand, it was an opportunity to break away from the codes of this one-dimensional sector.
Through peer analysis and a series of brand workshops, we developed a strategy to disrupt established thinking in the category and exude the confidence of a market leader. Our core objectives were to change prevailing attitudes towards construction by educating and inspiring the market. To do this, we utilised a focused and customer-centric brand language that clearly articulates its core proposition through a simple visual identity and communication style.
At the very heart of this strategy is the super-functional name. DuBox is the purest distillation of a modular building business born in Dubai, expressing the spirit of 100% UAE innovation. To underpin the company’s chief USP, we fully embraced the idea of modularity across the creative work; the wordmark itself and all identity elements were designed on a strict modular grid system.
The impact of the new brand has transformed the organisation itself and helped change perceptions of architects, developers, investors, and owners.
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