Client: DP World
Role: Lead brand designer
Category: Logistics
The Global Trade Observatory is DP World’s research and insight platform, bringing together proprietary data, expert analysis and flagship reports on the forces shaping global trade. It needed a sub-brand with the credibility to sit alongside DP World while standing confidently on its own as a trusted authority on trade intelligence.
The identity is built on one central idea: turning complex data into clear insight. Its brand line, Clarity and foresight for a changing world, sets the tone for everything from reports to social content. The logomark represents a lens, a viewfinder that brings focus and clarity to an ever-changing market.
The idea
A complete set of guidelines brings the identity together, covering the logomark and lockup, clear space, colour, typography and imagery. The palette is anchored in a deep purple drawn from the DP World masterbrand, supported by white and a warm grey, so the Observatory feels connected to its parent brand while having a voice of its own.
Brand guidelines
The lens becomes a frame for photography, focusing on the people, places and products that keep global trade moving, from farmers and warehouse teams to container ships. Fine line graphics built from golden-ratio curves and connected trade routes add a layer of precision, reflecting the data behind every insight.
Imagery and graphics
The website brings research, articles and live data together in one place. A trade dashboard surfaces key indicators at a glance, while editorial content and expert profiles position the Observatory as the go-to source for trade intelligence.
Some designs shown here have been refined since launch to reflect how I’d develop the identity further.
Website
