Full of potential, the MAS brand faced challenges of positioning within a thriving market and an exponentially growing knowledge-based economy in the UAE. I conducted a brand positioning workshop with the MAS staff, part of their branding and communication collaboration with Mojo Ink.

The workshop focused on aligning interdepartmental visions (Art Studio, Photography Studio, Pavilion, sales team, programming team, corporate and marketing teams). During the 2-day session, the teams identified the brand’s audiences, discussed international counterparts and current developments within arts and culture while reverse-engineering conceptual exhibitions.

The workshop guided MAS staff through their positioning journey and, wrapped with fruitful collaborative positioning statements, advocated for MAS – a creative lab that enhances, clarifies, questions and transmits culture. The brand vision now aims to invoke critical and analytical thinking in the upcoming generations of locals and expats in the UAE, and places relevant, researched curation at the heart of its future endeavors.

Manarat al Saadiyat (MAS) is a cultural venue in Abu Dhabi hosting artistic and cultural activities as well as community events where everyone can come together to share, consider, and create all types of creative self-expression. MAS celebrates Abu Dhabi’s booming diversity and creativity, supporting innovative art projects while encouraging entrepreneurship and grassroots initiatives developed by different communities.