ABU DHABI EQUESTRIAN CLUB
REFRESHING THE CITY'S OLDEST & MOST IMPORTANT EQUINE DESTINATION.

With its strong historical and cultural legacy, the Abu Dhabi Equestrian Club is a part of the city’s fabric. Under the auspices of the President of the UAE, H. H. Sheikh Mohamed bin Zayed Al Nahyan this storied destination is currently undergoing a major facelift, with the key aspiration being to develop a world-renowned equestrian center of excellence in the heart of the capital.

Creative Dialog was directly appointed and tasked with developing an all-new brand to enhance the destination’s positioning and to provide a fresh look and feel for what had become a very dated and stale visual identity. Our first move was to undertake a deep dive into the history and significance of the destination as well as define the various audiences with the intent of establishing a clear hierarchy of visitor and stakeholder types.

Working through a range of approaches from illustrative sub brands and identities through to a far more restrained monochromatic look and feel that is interspersed with punches of full color photography highlighting the stars of the club and the racing scene, our overarching vision was to deliver an output that differs significantly from not only the incumbent style but also of the competitor set across the region.

Adopting a regal yet unexpected muted color palette,the intention is clear; unlock the brand story, express the cultural and historical significance of the destination and creative a suite of aspirational and effective visual communication tools that capture the essence of the club in an elevated and memorable way that sets ADEC apart form anything else.