Project's branding brief won by expanding GSCS

Branding consultancy Gregg Sedgwick Creative Strategy has won a lucrative contract to design a navigation system for The Boulevard, part of the mammoth Burj Dubai project.

The Dubai-based outfit - which now claims to be the biggest branding and design consultancy in the UAE - will create the signage, street furniture and a wayfinding strategy for the Emaar development, which is a circular parade featuring shops, hotels and restaurants.

The Burj Dubai development also features the tallest tower in the world, the planet's largest shopping mall and an Arabian 'old town'.

Gregg Sedgwick, CEO, said: "The Boulevard will, in itself, be one of the primary destinations in Dubai. It will be a stylish and high quality experience of incredible ambience - all in the shadow of the world's most spectacular tower."

GSCS recently beefed up its signage and wayfinding department by appointing Andy Ruffell from Wood & Wood Design in London. Ruffell worked on the design of London's South Bank and Royal Festival Hall, and helped to create a wayfinding strategy for the Scottish parliament building in Edinburgh.

GSCS has also appointed May Monjardin as an architect to join its branded environments team.

The agency now has 40 staff, and is claiming top spot in the UAE's branding and design sector, ahead of the WPP-aligned agencies Landor and Enterprise IG.

But Sedgwick said that further expansion of his business would have to wait until office space at Dubai Media City becomes available.

"Media City is a fantastic place in which to operate but demand for space is high - this means we have to wait for more buildings to be completed before we can employ more people," he said. He added that GSCS could easily have 60 to 70 staff if space in Media City was available.

And he poured cold water on clients who source their branding and design services from overseas, mainly the UK and the US.

"Many clients are misguided in their belief that 'if it comes from abroad, it must be good'. We often get asked to rectify work which was commissioned abroad and fails to meet the expectations of regional clients."

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