du telecom launched three years ago in the UAE and since then the numbers of users have been growing steadily. However the brand has been perceived as an unsophisticated and inexperienced mobile service, specially among the locals. Our task was to change the perception of the consumers and help du become a mature, yet dynamic communications provider while keeping the number of users growing. We created an effective design system with clear rules that will help du have much more consistency across all their communications and become a major player in the market. The layout design was simplified and categorized. The photography and the tone of voice will become the main differentiators rather than colour, to differentiate segments. The colour palette usage was rearranged, using only two main colours: one as a base and another one as a highlighter. And a new, more appropriate typeface was also introduced. Created while at Landor Associates, Dubai
