Building a new brand identity that resonates within and beyond the Middle East.


Soccer is by far the most popular sport in the world, and soccer in the United Arab Emirates is not only massively popular but as a market, it is young, growing and very lucrative. Al Ain FC, a prestigious Emirati sports and cultural organization and one of the leading club teams in the UAE, approached Siegel+Gale with their desire to elevate the status and visibility of soccer in the region in order to increase awareness of the club worldwide—first within the Gulf, and then throughout Asia and onto the world stage.

The Al Ain soccer club wanted to do more than just raise their own profile—they want to become the driving force behind regional growth in the sport during the lead-up to the 2022 World Cup in Qatar, and to serve as a force for positive change in the UAE and across the Middle East. They needed a fresh, decisive brand to show the world what Al Ain FC is and can be, so they turned to us to help them tell that brand new story.


At the outset of the engagement, Siegel+Gale identified that Al Ain FC needed a brand platform to build its story on. By creating this platform on a brand purpose that is reflective of their commitment to domestic, UAE-born talent, as well as their desire to be a force for positive change, we developed a purpose statement that encapsulated these aspects of Al Ain’s brand story: “To unite and enrich lives with the spirit of homegrown Football.” This brand purpose platform also included a strong brand promise that articulates Al Ain’s intention to solidify their position in the sport and within the Gulf: “The Home of UAE Football.”

With these foundations in place, Siegel+Gale then developed a visual identity that similarly reflects the marriage of history and tradition by fusing ambition with aspiration. The centrepiece of this visual identity is the club badge that features the date of the club’s founding and a rendering of Al Jahili Fort­—a powerful emblem of the city, and a stirring reminder of its status within Emirati history and culture.

In order to successfully deploy this new visual brand identity, we mapped out a visual language system that references the architecture of Al Ain’s state-of-the-art, multi-purpose sports facility: the Hazza Bin Zayed Stadium. This graphic language conveys their commitment to constant improvement and refinement of their high standards as a football club, as well as Emirati citizens.


By capturing the spirit of Al Ain FC as the leader of sports culture in the Gulf and by embedding it within each touchpoint of the club’s being through their brand platform and visual brand identity, Siegel+Gale has united the history and tradition of the club, the city and the nation. Al Ain FC can now proudly say they are a leader dedicated to the proliferation of soccer and regional pride within the Middle East and the world at large.

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