The brief was to encourage young Emirati women to join the staff of one
of the United Arab Emirates’ leading banks, Abu Dhabi Commercial Bank (ADCB). Employers across the UAE are encouraged to hire local citizens as part of the government’s ‘Emiratization’ initiative, as Emitatis are generally under represented in the work place.The campaign uses the traditional ‘fatima’ Arabic calligraphy style,
which plays a very strong role in the heritage and pride of the nation.
Rendered by the young woman as a ‘light source’ spelling out the word
'Emirati' in Arabic. She is ‘making her mark’ building a career in a
progressive bank in sync with the modern world, as well as being part of
the government’s ‘Emiratization’ programme. The calligraphic treatment creates a strong message that reflects
ADCB’s deep understanding of Emirati culture and heritage. The communication instils pride and purpose in
young Emirati women.
ADCB