Citizens Identity

Citizens - A brand new education concept

Citizens is a brand new school opening soon in Dubai. However, unlike any other educational institution in the city, Citizens aims to revolutionize the whole notion of education. Their novel approach stems from a philosophy that 'every student is different, so why should they all be forced into a curriculum which treats them the same'?

Which is why at Citizens, students get to decide their own curriculum – education by students, for students. This sense of individualism is weaved throughout every aspect of their DNA, right down to the school uniforms. In fact, students get to create their own bespoke uniforms as a way to express and their individuality.

With these insights in mind, it was important that the brand development for this project - like their philosophy - be completely different to any other school in Dubai (No cliche 'shield' logos or generic navy/burgundy that EVERY other school seems to have).

Therefore, I created 8 unique patterns inspired by different school subjects (science, maths, sport, etc). Each of these evolved into a full character set comprising of 8 unique fonts for the brand, which led to the creation of the school logo. These patterns permeate across the rest of the branding, including layouts, background, uniforms and more. Each pattern is also accompanied by 8 unique primary colours which give the brand a young vibrant palette (contrasting significantly against all the other competitors).