Enterprise IG Middle East has developed a distinctive identity for The Roads and Transport Authority and is in the process of communicating this identity across different brand applications

Dubai, UAE - 21st May 2006

Enterprise IG Middle East, the global brand agency, is working closely alongside its client, The Roads and Transport Authority (RTA) to create their brand, visual identity and brandline of this new authority. The RTA - set up by the Government of Dubai - will play a pivotal role in creating one integrated solution designed to ease road congestion in Dubai. RTA's vision is to see "safe and smooth transportation for all" and its brand identity is designed to reflect this.

Enterprise IG recommended a unified approach that conveys to residents and visitors to Dubai, RTA's brand essence under a single message, 'Mobility'. Part of RTA's mission is to provide efficient mobility for people and goods in Dubai.

Through the concept of "convergence" Enterprise IG created a clean and confident visual language that works comfortably across a wide range of services unifying all the modes of transport with a modern look and feel. This identity is designed to remain contemporary without commercializing RTA's services.

"We are working closely with RTA's management to communicate effectively the brand's vision, mission, positioning and values," said Hermann Behrens, Managing Director, EIG Middle East. "The RTA brand is designed to forge a direct relationship with the community and reflect Dubai government's efforts to provide mobility for the city."

Following the completion of RTA's brand identity which was launched regionally on 8th April 2006, Enterprise IG is now in the process of designing different brand applications. This includes buses, bus shelters, tickets, bus timetables, the metro, abras, abra stations and other different signage elements.

"We want the people of Dubai to be able to have choices with the way that they wish to travel, whether by bus, taxi, ferry or the metro, the new RTA brand will provide them with the solution." Said Mattar Al Tayer

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About Enterprise IG
Enterprise IG, the Global Brand Agency, offers strategy, design and engagement to its portfolio of global clients with 24 office and an expanding presence in the Middle East. Clients include Royal Mirage, Madinat Jumeirah, Spinneys, Burj Dubai, Arabian Ranches, Kuwait National Cinema Company (Cinescape) , Shangri-La Barr al Jissah Resort, Al Rajhi Bank, , and Masterfoods Internationally, Enterprise IG works with leading brands including, Vodafone, Masterfoods, Deloitte, Credit Suisse, Motorola, Standard Chartered Bank; Daimler Chrysler and Unilever  and is a member of the WPP Group Plc, the world's most comprehensive communications services group. Website www.enterpriseig.com.

© Press Release 2006