DUBAI OPERA

The Dubai Opera was looking for a rebranding campaign that worked in both English and Arabic. Alongside the campaign development, Karina Hadida redesigned the entire brand visual identity, resulting in a new set of brand guidelines and an Opera campaign.

DUBAI OPERA

The Dubai Opera was looking for a rebranding campaign that worked well in both English and Arabic. Alongside the campaign development, Karina Hadida reworked the entire brand visual identity, which resulted in a new set of brand guidelines.

The ambitious goal was to change the way people saw opera. To achieve that, Claire Rosen’s photograpy was used, since her provocative photos managed to generate curiosity.  Her images were juxtaposed with headlines that gave the visuals a simple twist, inspired by the storylines of the various shows being offered that season.

The beauty was in visuals that led you to think in one direction while the copy made you think differently. What followed was a change of perception. The result of the campaign was that the general public was able to reevaluate their views about opera.

A new set of brand guidelines also followed this idea of combining the unforeseen with the amazing.

Karina Hadida for Detria Williamson at Drum Content. Dubai

Photography: Claire Rosen