Dream Dubai
From brand identity to executable design at scale.
Industry
Rewards & Prize Draw Platform
Location | Year
Dubai, UAE | 2026
Deliverables
Communications Design System
Campaign Design
App, Web, CRM
Social Assets
Brand
Overview
Dream Dubai lets people win big. Cash, cars, luxury watches, by entering prize draws through Modesh. The brand identity existed.
What didn't exist was a system to run it at scale, across every channel, every single day.
Problem
Statement
A brand foundation isn't a communications system. Dream Dubai had guidelines, but no rules for how a "Win AED100,000 Cash" email should look next to a "Win a Porsche" push notification or how either should hold up when the product itself changed. The gap wasn't identity. It was execution.
The System
I built the layer that didn't exist: a WIN mark with strict rules, tag states for urgency and exclusivity, and a card structure that runs identically across app, emailer, and WhatsApp. Whether the prize is AED5 Million or a Hublot. When the product team moved the WIN mark into a pill on the app, the system flexed with it instead of breaking.
Before / After
From one-off campaign visuals with no shared logic,
to a unified system built to scale across every prize type.
The System
The WIN mark's core rules — colour, placement, hierarchy and how it evolves from static creative into a live app surface.
CRM — Guideline
The rulebook behind the consistency: tag states, badge logic, and offer types that keep execution fast without breaking the brand.
CRM — Cash
One system, four channels. The same WIN badge and tag logic, adapted across emailer, push, WhatsApp, and Instagram Story.
CRM — Watch & Cars
The system stress-tested on premium prizes. Luxury photography carries the weight; the badge, pill, and grid stay identical.
