Case Study: du builds a bold telecom brand with Turquoise

du attracts over 1 million subscribers in 9 months with Turquoise

The customer, du (a telecom provider in the UAE), faced the challenge of launching without a robust brand identity to compete against the state-owned incumbent. The vendor, Turquoise, was briefed to develop a holistic brand identity and launch strategy for this fresh challenger.

Turquoise created a fresh and bold brand identity, developing the "Du Something Better" proposition and a new marque. This solution helped du attract over a million subscribers within its first nine months and win the Best Brand award at the Telecoms World Awards Middle East, building a billion-dollar brand.

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