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LANDOR & FITCH showcased award-winning work

Dubai Airports and MBC Shahid at the ‘Brand Excellence in the Gulf States’


LANDOR & FITCH, the largest specialist brand and design group in the world showcased its award-winning work at the ‘Brand Excellence in the Gulf States’, a Middle East Brand Summit event hosted by Transform magazine.

The virtual event explored brand strategy and design in the Middle East while celebrating the best-in-class projects that were honoured at this year’s Transform MEA Awards.

Shahid (MBC) - Landor Fitch
Shahid (MBC) – Landor Fitch

LANDOR & FITCH presented two of its award-winning brand transformation projects: DXB (Dubai Airports), which picked up the Grand Prix, along with MBC Shahid, which won gold in ‘Best Rebrand of a Digital Property’ and ‘Best Visual Identity from the Technology, Media and Telecommunications Sector’.

  • Ash Banerjee, Executive Strategy Director CEMEEA at LANDOR & FITCH, and Oleg Nesterenko, Marketing Director at Shahid, discussed the revitalisation of the brand as it moved beyond catch-up TV to compete with streaming giants such as Netflix. They will address how the brand now engages and resonates with its audience through the power of storytelling.
  • Mariagrazia De Angelis, General Manager at LANDOR & FITCH, and Anita Mehra, Senior Vice President of Communication & Reputation at Dubai Airports, shared the story behind this extraordinary rebrand collaboration. They talked through the ambitious approach of establishing DXB, its coherent multi-stakeholder strategy, and the successes to date.

Brand Development

LANDOR & FITCH partnered with Dubai Airports to transform its brand experience from transit location to immersive destination. As part of this, the brand was renamed to the airport IATA code ‘DXB’ to further reflect the concept that the airport and the city are effectively one. Recognised as the Grand Prix winner at the 2020 Transform Awards MEA, the DXB project also won golds for Best Brand Evolution, Best Brand Experience, Best Brand Development Project to Reflect Changed Mission, Values or Positioning and Best Visual Identity from the Sports, Travel, Leisure and Tourism Sector.

Ash Banerjee said: “We are excited to showcase the remarkable transformation projects we have produced in partnership with two of the region’s most interesting businesses. In addition to our wonderful work with Shahid, our compelling rebranding strategy and design for DXB has helped to define the airport as a destination in its own right, where millions of travellers will experience the spirit of Dubai. We are thrilled to be presenting it to our peers.”

Mariagrazia De Angelis said: “We are proud to feature our award-winning brand transformation projects on the virtual stage along with our fantastic clients at this year’s summit. Our team’s passion, enthusiasm and imagination across a diverse range of briefs and sectors are contributing to the ever-evolving branding industry. We look forward to celebrating two flagship projects for our Dubai studio while enjoying an interesting day of brilliant discussions from the best in the brand.”

Setting industry benchmarks in branding excellence, LANDOR & FITCH won 33 awards at the seventh edition of Transform Awards for delivering outstanding brand strategies and design solutions to some of the most popular brands in the MEA region.

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