The Crew Agency

The Crew Agency was born and inspired by the rapid change of a fast growing city: Dubai. Where international brands have crowded the market without understanding of the local culture.

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The Challenge

Dubai is a crowded and fast growing city, and the cultural weight of making business is also a big factor when it comes to creating groundbreaking campaigns and brands.

The Crew agency wanted to position itself as a no “sugar coated” agency. Where transparency, client first, and their “underpromise and overdeliver” method, set the tone for creating their identity. Allowing themselves to be bold, creative and unapologetic about their way they approached business.

The Approach

Unapologetically Transparent

Their approach was simple, we needed to make sure their branding represented the spirit of the company, and was able to be different in a crowded market.

Archetype

Strategy sessions and multiples analysis of the brand vision, and mission, helped in the selection of the archetype, the “Renegade”. Along with the creation of the archetype and visual mood boards. The Crew Agency found a new voice, with clear messaging, that “mocked” the typical creative agency messaging into a powerful messaging that convey their value proposition.