THE POWER
OF CHOICE

Citizens School

Citizens, a new school opening in Dubai, aims to revolutionize education with a philosophy that questions the one-size-fits-all approach. Embracing the idea that "every student is different," we empower students with the Power of Choice, enabling them to select a curriculum aligned with their skills, needs, and aspirations for the future.

Our brand identity reflects Citizens commitment to individuality, with a dynamic identity that seamlessly adapts while maintaining a visual common thread, setting Citizens apart from the typical British-themed schools with shields and generic navy and burgundy.

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Team

Agency
MullenLowe MENA

Client
Citizens School

Strategy
Matt Butterworth
George Giessen

Creative Direction
Alfonso Arbós

Designer
Zane Ruyssenaers

Motion
Zahid Gill