Bringing Distinction to the Table
Repositioning DWTC Hospitality to Showcase Its Full Culinary Excellence and Distinction
The Challenge
DWTC Hospitality has long been recognised for its role in delivering world-class catering for large-scale exhibitions and corporate events at Dubai World Trade Centre. It has also earned a strong reputation as the go-to hospitality provider for high-profile private occasions, including royal weddings—largely driven by its expertise in authentic Emirati cuisine. However, beyond these established associations, the brand was not widely recognised for its broader culinary capabilities, such as its refined canapés and international offerings. The existing identity felt outdated and was difficult to read in many applications, with the wordmark lacking prominence and failing to clearly connect the Hospitality division to the DWTC masterbrand. The objective was to create a new brand that reflects the level of quality, sophistication, and impeccable service that defines DWTC Hospitality.
Solution
We began with a comprehensive discovery phase, engaging key stakeholders across the organisation to uncover insights into DWTC Hospitality’s strengths, ambitions, and understanding of its core audiences and behaviours. This included a competitive audit to identify whitespace opportunities and benchmark best practices. These findings laid the foundation for a new brand promise: Savour The Difference. More than a sign-off, it became a guiding principle—capturing the brand’s commitment to quality, flavour, service, and detail across every setting, from global exhibitions to intimate private gatherings.
The brand promise inspired a modern and sophisticated new visual identity—one that embodies the elevated standard of DWTC Hospitality. As a subtle nod to the brand’s culinary focus, the letter “O” in Hospitality features a stylised cloche (dome), representing world-class service and exceptional dining experiences.
To establish a distinctive visual voice for DWTC Hospitality, we developed a modern design system that reflects the brand’s sophistication and ensures consistency across every touchpoint. Comprehensive brand guidelines were created to support consistent application across formats—covering everything from typography and colour palette to photography, signage, and digital layouts.
A full website redesign followed—complete with refined messaging, tailored audience journeys, and a custom photoshoot capturing the sensory richness and cultural nuance of DWTC Hospitality’s offering. From modern majlises to grand banquets and desert dinners, the brand was repositioned to deliver extraordinary occasions in every setting.
Results
- A compelling brand promise—Savour The Difference—that repositions DWTC Hospitality around quality, sophistication, and attention to detail.
- A refined visual identity featuring a stylised cloche in the wordmark, symbolising elevated service and culinary excellence.
- A modern, flexible design system and comprehensive brand guidelines that ensure clarity and consistency across all touchpoints.
- A fully reimagined website with rich storytelling, tailored journeys, and culturally nuanced imagery that showcases the brand’s full range—from grand exhibitions to intimate gatherings.
- A revitalised brand now equipped to compete across markets, with a distinctive voice and visual presence that reflect the true breadth and calibre of DWTC Hospitality.
