Brand Dubai

What Brand Dubai does

Brand Dubai is the creative arm of the Government of Dubai Media Office, responsible for designing and executing cultural, artistic, and community-facing initiatives for the emirate of Dubai. Operating under the vision of His Highness Sheikh Mohammed bin Rashid Al Maktoum to transform Dubai into an open-air museum, the organization runs a portfolio of signature programs including the Dubai Street Museum (murals on DEWA substations and public spaces), Dubai Canvas (an annual 3D art festival with the world's first 3D art award), the Flag Garden (UAE Flag Day and National Day display of ~4,000 flags), Dubai Metro Music Festival, Dubai Destinations (a tourism-promotion campaign now in its sixth season), and Proudly From Dubai (a support platform for homegrown businesses). It also operates the Hatta Winter initiative, which drew 2 million visitors and 2.4 billion content views in its most recent edition.

The underlying work combines large-scale public art installations (including the Guinness World Record-recognized 2,198.7 sqm Zayed and Rashid Mural at Hatta Dam), 3D street art, digital content creation (digital guides, videos, social campaigns), and event production across Dubai and the Hatta region. Brand Dubai's "technology" is fundamentally creative and operational rather than software-driven — there is no proprietary platform, AI/ML system, or API surface. It collaborates with a broad set of government and private partners including DEWA, RTA, Dubai Municipality, Dubai Department of Economy and Tourism, Dubai Culture and Arts Authority, Dubai Festivals and Retail Establishment, and Dubai Holding.

As a government creative agency, Brand Dubai does not sell products or services and operates entirely on government funding. All initiatives, festivals, and programs are free for public participation and viewing. Its primary "customers" in a functional sense are Dubai residents and visitors, artists and creatives, and homegrown businesses, but commercially its only counterparty is its parent entity, the Government of Dubai Media Office. The organization distributes its work through public events, the branddubai.ae website, social media (Instagram, TikTok), influencer partnerships, and earned media coverage.

Name

Brand Dubai

Legal name

Brand Dubai

Website

https://branddubai.ae

Company type

Private

Operating status

Operating

Short description

Brand Dubai is the creative arm of the Government of Dubai Media Office, executing cultural identity, public art, and community initiatives across Dubai — including the Dubai Street Museum, Dubai Canvas 3D art festival, Flag Garden, Proudly From Dubai, and the #DubaiDestinations campaign — funded by the state and delivered free to residents, visitors, and homegrown businesses.

Ownership category

akta.pro rank

Product category

Cultural Services

NAICS

Advertising, Public Relations, and Related Services (5418), Advertising Agencies (54181), Indoor and Outdoor Display Advertising (541850)

SIC

Services-Advertising (7310), Services-Mailing, Reproduction, Commercial Art & Photography (7330)

akta.pro primary industry

Environmental & Experiential Brand Design (Retail/Exhibit/Signage) (MPAAAEAG)

akta.pro secondary industry

Experiential, Event & Sponsorship Marketing (BPAFAAAH)

Keywords

• Public art programs
• Cultural festivals
• Community engagement
• Creative initiatives
• Cultural identity campaigns

Headquarters

HQ city

Dubai

HQ country

United Arab Emirates

HQ region

Middle East

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D

Revenue model

1. Government Funding: Brand Dubai is the creative arm of the Government of Dubai Media Office. As a government entity, it operates through government funding and does not generate commercial revenue.

Go-to-market motion2 records

Distribution channels2 records

Marketing channels6 records

Core offering

Brand Dubai is the creative arm of the Government of Dubai Media Office that designs and executes cultural projects, public art initiatives, festivals, and community programs for Dubai. It delivers flagship initiatives including Dubai Street Museum (urban art murals), Dubai Canvas (3D art festival and award), The Flag Garden (national day installation), Proudly From Dubai (homegrown business support), Dubai Metro Music Festival, Dubai Destinations (citywide tourism campaign), and neighborhood identity activations such as Jumeira. All initiatives are free for public participation and funded through government.

Product overview

Brand Dubai is the creative arm of the Government of Dubai Media Office that executes cultural projects and initiatives for Dubai. The portfolio consists of several interconnected creative initiatives: Dubai Street Museum transforms the city into an open-air gallery through public art murals; Dubai Canvas hosts annual 3D art festivals with the world's first 3D art award; The Flag Garden creates patriotic displays for national celebrations; Proudly From Dubai elevates homegrown businesses; Dubai Metro Music Festival brings live performances to transit spaces; Dubai Destinations and its seasonal summer campaign highlight tourism experiences; and Jumeira Brand Identity Activation celebrates neighborhood identity through artistic installations. Together, these initiatives form an integrated creative platform serving Dubai's cultural, tourism, and entrepreneurial objectives.

Differentiator

Problem solved

Functional benefit

Products and services

• Dubai Street Museum An open-air urban art exhibition initiative launched by His Highness Sheikh Mohammed to transform Dubai into an open museum. Features murals on DEWA substations, buildings, and public spaces across the emirate, showcasing works by Emirati, Arab, and international artists.
• Dubai Canvas Annual 3D art festival held since 2015 featuring 3D street artists, public art pieces, art shows, workshops, street performers, and food trucks. Includes the Dubai Canvas 3D Art Award worth AED 2.3 million (US$650,000), the world's first award recognizing creative excellence in 3D art.
• The Flag Garden Annual event organized by Brand Dubai to mark UAE Flag Day and National Day. Features thousands of UAE flags arranged to create different images each year, celebrating the nation's leaders and milestones.
• Proudly From Dubai Initiative supporting innovative homegrown businesses and talent by raising their visibility among local and global audiences. Features guides, Ramadan recipes, sustainable business showcases, and marketplace activations at events like Sikka Art and Design Festival.
• Dubai Metro Music Festival First music festival in the Arab world to host musicians in metro stations. Features innovative artists performing live at selected metro stations and trains, spreading the message of harmony and tolerance through music.
• Dubai Destinations Initiative by the Dubai Media Council to highlight various locations, activities, and experiences across Dubai. Collaborates with photographers, videographers, and content creators to reflect the beauty of the city and its outdoor life.
• Jumeira Brand Identity Activation Project celebrating the identity of Jumeira neighborhood through artistic installations, including a 200-metre-long 3D artwork depicting surfers created by international 3D artist Juandres Vera. Part of the Dubai Street Museum initiative.

Quantifiable outcome

• 2 million visitors to Hatta Winter initiative
• +2 more outcomes

Named customers1 record

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Eleven partnerships are on record, tiered core and minor.

• Dubai Electricity and Water Authority (DEWA)coreStrategic or Co-development PartnerDEWA partnered with Brand Dubai on the Dubai Street Museum initiative, providing wall space on DEWA sub-stations for murals. Notable collaboration includes the Al Wasl Road mural and Al Mustaqbal Street murals featuring themes of happiness, ambition, and the future.
• Roads and Transport Authority (RTA)coreStrategic or Co-development PartnerRTA collaborated with Brand Dubai on the Dubai Metro Music Festival, transforming metro stations into venues for live music performances. Also partnered on the Jumeirah Bus Stops artistic project featuring sculptures themed 'Memories of Jumeira'.
• Dubai MunicipalitycoreStrategic or Co-development PartnerDubai Municipality supported Brand Dubai's Jumeirah murals project and other public art initiatives, contributing to the city's open-air museum vision.
• Dubai Department of Economy and Tourism (formerly Dubai Tourism and Commerce Marketing)coreStrategic or Co-development PartnerPartnership on Dubai Destinations campaign and Hatta Winter initiative, promoting Dubai as a year-round destination through special promotions, events, and digital content.
• Dubai Sports CouncilminorStrategic or Co-development PartnerCollaborated with Brand Dubai on the Jumeirah Project that included sports events like marathon, swimming competition, triathlon, and beach football tournament.
• Dubai Culture and Arts AuthoritycoreStrategic or Co-development PartnerPartnered on Proudly From Dubai X Sikka festival, Hatta Cultural Nights, and various initiatives to support local artisans and cultural talent.
• Dubai HoldingminorStrategic or Co-development PartnerDubai Holding collaborated with Brand Dubai to showcase Jumeira's brand identity through a 200-metre-long 3D artwork depicting surfers riding waves, created by international 3D artist Juandres Vera.
• DWTC One CentralminorStrategic or Co-development PartnerOne Central partnered with Brand Dubai to host seven homegrown retail businesses from the Proudly From Dubai network, enabling them to present their concepts to the public.
• Emarat Al YoumminorGTM or Marketing PartnerEmarat Al Youm newspaper collaborated with Brand Dubai on the 'Dubai's Best Decorated Ramadan Homes' competition, providing media coverage and spotlighting participating homes.
• Dubai Festivals and Retail Establishment (DFRE)coreStrategic or Co-development PartnerDFRE, part of Dubai Department of Economy and Tourism, partners on Dubai Destinations campaign and Hatta Winter initiative, organizing festivals and retail promotions.
• Community Development AuthorityminorStrategic or Co-development PartnerOrganized 'Hatta Unites Us' Festival as part of Hatta Winter initiative, focusing on empowering home-based entrepreneurs from Hatta.

Scale indicators5 records

Recent moves6 records

Expansion highlights4 records

Broad incumbents

• Visit California: State-level destination marketing organization running award-winning brand campaigns for California tourism. Comparable as a public-private destination marketing authority executing large-scale creative campaigns for a defined territory.
• Brand USA: The national destination-marketing organization for the United States, executing large-scale brand campaigns, public-private partnerships, and major-event activations. Comparable as a country-level creative branding authority with a similar public-sector mandate.
• Brand Singapore: Singapore's national branding initiative under the DesignSingapore Council, focused on building the country's identity and creative reputation internationally. Comparable as a sovereign brand-building initiative with similar public-sector mandate to Brand Dubai.
• London & Partners: London's official promotional agency for the city, running destination-marketing campaigns, major event bids, and cultural promotion. Comparable as a city-level public-sector creative and tourism marketing organization.
• Singapore Tourism Board: Singapore's statutory board for tourism development, executing destination branding, event partnerships, and creative-industry promotion. Comparable as a government-backed destination and creative-authority for a globally marketed city-state.
• NYC & Company (NYC Tourism + Conventions): The official destination marketing organization for New York City, running city-wide campaigns, cultural-event promotions, and tourism-driving partnerships. Comparable in mission (city-level cultural and tourism branding) and operating model (public-sector-backed, partnership-driven).
• Tourism Australia: Australian government agency responsible for international tourism marketing and country-level brand campaigns (e.g., 'There's Nothing Like Australia'). Comparable as a major public-sector destination and creative branding organization.

Direct peers

• Visit Dubai: The official consumer-facing destination brand for Dubai, jointly run with Dubai Department of Economy and Tourism. Performs overlapping destination-marketing and tourism-campaign work to Brand Dubai, but focuses on visitor conversion rather than cultural programming.
• Dubai Culture and Arts Authority: Sibling Dubai government entity focused on culture, arts, heritage, and creative industries. Partners with Brand Dubai on initiatives such as Sikka festival and Hatta Cultural Nights, making it the most operationally comparable peer within the same government ecosystem.
• Dubai Department of Economy and Tourism: Dubai's principal destination-marketing authority and a listed core partner of Brand Dubai. Both entities run Dubai-wide tourism campaigns and brand-building initiatives for the emirate, with overlapping audiences and shared government mandate.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/BrandDubai
• Facebookfacebook.com/branddubai
• LinkedInlinkedin.com/company/government-of-dubai-media-office

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Brand Dubai