Majid Al Futtaim is a holding company in Dubai with over 40,000 employees operating multiple business units including shopping malls, retail, and leisure establishments in 13 countries including the UAE, Lebanon, Egypt, Saudi Arabia.
Within their Leisure business unit, there is Global Snow, and the flagship Ski Dubai snow park. Our brief for Global Snow was summarised down to following statement: “Develop a signature brand experience that embodies Global Snow’s excitement, optimise the booking process, and boost customer retention.”
Matching their ambitious goals of opening more snow parks, we were tasked to build a dual language scalable digital experience that would work across multiple formats – web, kiosk, display, apps and more.
Working with a brand which was “waiting for a brand update” we decided to move forward with typography and set a standard for a communication hierarchy utilising the Druk family for headlines – in Heavy Italic, Wide Heavy Italic as well as Text Heavy Italic and Text Wide Super Italic styles – and Inter for all body copy. For the Arabic headlines, we commissioned 29Letters for a customised version of 29LT Bukra Wide Black.