FUTUREADY is an experiential development programme designed by London Business School specifically for Dubai Airport’s next generation leaders. Curated to challenge the candidates to think differently, experiment and try new things, stretching their capability and empower others to do the same.
KNOW was commissioned to design and develop the platform.
We aimed to create a design language which leaned on the nature of being unfinished yet remain highly professional. Elevating the 34 candidates’ stature within the business both internally and externally as leaders of tomorrow.
The creative alluded to the idea that things were incomplete, a sense of potential and revealing things that were hiding in the shadows (Leaders in Waiting). With a blank canvas, we developed a 3D world. The movement of light alone would animate a fresh distinct visual style so different to anything seen before.
Contrasting shadows cutting through the visuals added depth and intrigue, while the leaning of glass panes etched with typography added a sentiment of support and career trajectory.
A metaphorical visual property to convey hidden aspirations and shine a light on both business and individual upskilling goals.
It was essential that we celebrated the selected candidates with a portraiture photoshoot that aligned itself to the graphical design language. The art direction helped to identify these people as being at the top of their game.
The animation was produced in for both the launch event and repurposed across the platform’s collateral with its overarching design aesthetic.
The launch welcomed unsuspecting attendees with a room full of portraits which once again shone a new light on the faces of tomorrow’s leaders.
Event workshop and seminars were conducted within the ballroom by London Business School and the affiliated delegates.