Downtown Design

As the flagship edition of the Middle East’s leading design fair, Downtown Design Dubai required a refreshed visual identity that could evolve with its growing influence while staying true to its legacy. Leisure Land was commissioned to lead a comprehensive brand refresh—reimagining the fair’s logo, typography, color palette, and overall visual system. The result is a flexible, future-proof identity that preserves the brand’s sophistication while allowing for expressive, campaign-driven creativity across editions. Delivered as a 60-page brand guidelines document, the work encompassed a complete update of the fair’s core visual language, including fonts, layout systems, edition-specific color strategies, partner lock-ups, and digital application styles—setting a new standard for brand consistency and creative potential.