Abu Dhabi Global Market ADGM is an international financial centre located in the capital city of the United Arab Emirates. As part of the strategic vision of becoming one of the leading international financial centres of the world, ADGM launched an innovation initiative aimed to FinTech start-ups and scale-ups operating in the Middle East, Africa and South Asia region.

We were commissioned to create the visual identity for this initiative, one of the largest of its kind in the MEASA region. Not only the identity needed to convey the idea of innovation, it also needed to have the

flexibility to be deployed in applications as different as an emailer communication and a LED ticker display.

We elaborated on the idea of looking at common things from a different perspective as a way to convey the innovation concept. We took ADGM skyline, a familiar view for all of ADGM stakeholders, and transform it into a simplified illustration that reduced building structures into simple shapes and lines. A city view is always an infinite source of inspiration, and in this case, it is the starting point of a design system rich in patterns and geometric shapes.