Business Bay is an 80 million-square-foot business, commercial, and residential district located in the heart of Dubai along its primary waterway. Dyal and Partners (now Dyal Branding & Graphics, A Page Company) worked with planners SWA Group on the development of a wayfinding system, project identity, signage and environmental graphics, and streetscape definition.
The identity, wayfinding and placemaking systems were inspired by the district’s location along a waterway and employ the visual language of yachting, cycling, fast cars and athletic competition. Primary signage forms recall racing sails, while the overall effect is sleek, clean, and modern. The team also helped define subdistricts within the 18-square-mile development to facilitate a more intuitive user experience with regard to wayfinding and placemaking.
“Even though I have worked with them many times, Dyal Partners always surprise me with their ability to walk in a room, understand the problem, and quickly begin to develop solutions ... actually, more than just solutions, fully formed design concepts that are unique and inspired.”
-Kinder Baumgardner, President, SWA
Professional Services
Signage and Wayfinding
Placemaking
