Luxury brands exclude. LUX DXB had to invite.
Most luxury identities are built on distance — restraint, scarcity, a sense that it's not for you. LUX DXB's entire proposition is the opposite: luxury experiences and prizes that anyone can win. The brand had to read as premium enough for a high-end audience and warm enough to make a first-time entrant feel like a member.
It also had to work hard. A giveaway brand lives on social, promotional creative and fast-moving campaigns. Without a clear system, every post would drift. The style guide needed to be rigorous enough to keep hundreds of touchpoints consistent, and flexible enough to stay vibrant campaign after campaign.
Define the essence. Build the system. Launch it on a platform.
Define the brand essence
Modern, vibrant, inclusive. We positioned LUX DXB at the intersection of luxury and accessibility — aspirational in look, generous in tone — and wrote the brand values and voice that every piece of communication follows.
Design the logo system
A primary mark, secondary lockups and a responsive icon that hold up from a billboard to a social avatar, with clear-space, sizing and misuse rules.
Set the palette and typography
A colour system that carries luxury without going cold, paired with a type hierarchy built for headlines that sell and body copy that explains. Defined for print, web and social.
Direct the imagery and applications
Photography and graphic direction, then the system applied to the places it lives — website, social templates, giveaway creative and promotional material — so the team can produce on-brand work without us.
Design the membership giveaway platform
With the identity locked, we designed the user-friendly platform where members join, enter giveaways and engage with the brand — the style guide proven on a real product from launch.