d3 Dubai Design District
d3 is a purpose-built complex spanning 15 acres in the centre of Dubai’s internationally-renowned Design District, providing both exhibition space as well as cultural incubation for established and emerging brands and figures in fashion, art, design, and luxury.
The Goal and My Role
I worked with NYC-based creative agency Souter Partners as copywriter and brand content strategist to define and promote d3 as a unique entity relative to several existing creative communities, including Shoreditch in London, Wynwood in Miami, and New York City’s Lower East Side.
Dubai is the crossroads of many cultures and industries, yet it faced the risk of its own unique culture being obscured by the constant influx of newness. So when setting out what d3 is and who it's for, we conducted extensive brand landscape research in order to create a central brand positioning, digital strategy, and tone of voice that gave d3 the weight and significance required to flourish as an epicentre of creativity and artistic freedom.