Case Study: Al-Futtaim Group shapes DUMA’s cultural brand identity with Conway+Partners

Al-Futtaim Group launches DUMA with Conway+Partners

The Al-Futtaim Group partnered with Conway+Partners to establish a brand identity for the new Dubai Museum of Art (DUMA). The challenge was to create a sophisticated brand narrative that would reflect the architectural significance of the Tadao Ando-designed building and position the museum as a major cultural landmark embodying Dubai's spirit of transformation.

Conway+Partners developed a comprehensive solution, delivering the museum's naming, brand visual identity, art direction, and copywriting in both Arabic and English. They also scripted and produced a film and created an ultra-luxury print brochure. The work by Conway+Partners successfully positioned DUMA as a symbol of evolution and a beacon for contemporary art, creating a lasting dialogue between art and humanity.

Al-Futtaim Group