As Leo Burnett Dubai underwent structural and creative change, the brief was to create a brand uplift that could speak directly to the people shaping the work.

Rather than introducing a new identity, the project focused on activating the agency’s creative culture from within. Inspired by James Webb Young’s Five Techniques for Producing Ideas, we developed a visual journey of “steps” that creatives could encounter throughout the office. Each step acted as a quiet prompt, encouraging reflection, experimentation, and momentum at different moments in the creative process.

These cues were placed as easter eggs across walls, corridors, and shared spaces, blending guidance with local nuance and humor. Familiar rituals, such as a karak break, were treated as meaningful parts of creative flow rather than distractions.

The result is a spatial brand system that reinforces creative confidence and keeps the agency’s thinking visible, human, and present in everyday work.