To celebrate the importance of maritime life as a lifeline, a trade and a culture, Department of Culture and Tourism, Abu Dhabi launched Maritime Heritage Festival. Inspired by the pearling past and coastal culture, the creative approach was set, that informed the branding of the festival with fresh, dynamic and celebratory tone with culture, craft and tradition at its heart, as well as guiding environmental design. A range of media from print to digital, OOH to personal invites was delivered. The success of branding led to a well established brand starting from its first edition to the latest one in 2024.