Dubai International Financial Centre Digitally Rebranded

Working with one of the most interesting brands in the UAE — the Dubai International Financial Centre (DIFC) — was a spectacular challenge on many fronts. The Xische team was invited to pitch competitively for the DIFC’s digital account. Our remit was to help visually and structurally reflect the shifting focus of the organisation moving forward. We suggested a holistic review of the brand communication, digital strategy, social media footprint and the website ofcourse.

It has been one incredible journey learning a great deal about the organisation and ensuring the new business strategy was communicated effectively. We worked in tandem directly with the senior management board and heads of all customer-facing and strategic departments to rethink the way DIFC communicated and structured its client-facing communications. A huge part of this was collaborating with the DIFC’s PR partner to ensure alignment of key messaging and tone and voice across all mediums.

The brief from the client had been clear: to communicate simply and effectively what they do in a rapidly shifting marketplace. As a result, the first manifestation of the new strategy we created for them was the website — intended to be clean, simple and structurally logical to every potential target user globally. Built to allow an almost limitless expansion as required, the new website uses an open-source platform and connects with an extensive set of databases in use by the DIFC. As part of our strategic remit, we also helped consult on a concrete social media strategy and are working closely with the team at DIFC to continue to evolve mobile initiatives as well as establish platforms like blogs curated by the DIFC.

Watch this space for more on our experience working with a truly fabulous client-team. Thanks Marwan, Brendan, Dana and Shaima!

If you fancy checking out the old website click here. Or just waltz away to our brand spanking new website for DIFC.

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