In the fast-paced world of Dubai's exhibitions, conferences and meetings business sector, the need to stand out from the crowd becomes paramount. R.E.D. was a small exhibition management company that struggled to gain contracts in the face of fierce competition. New ownership recognised the need for a strong brand image that would help the company succeed through better recognition. 

We tackled the project by removing the dots from the unmemorable acronym name (Dubai Exhibition Delivery - or something) and just calling it “RED”. In capitals. Big, bold and direct. We needed something highly impactful, so developed a dynamic pattern of triangles with different colour-hues of red and applied this in an integrated manner to background surfaces, truck sides and into the brand-mark itself.

The result was an in-your-face brand that captured significant attention and, above all, was instrumental in launching the refreshed company into bigger budget contracts - better able to compete in the frenzy of the UAE meetings, conferences and exhibitions market.