The Grid AQ
Brand positioning
visual language
Brand Strategy
brand identity
2025
The brief
Brand positioning
visual language
Brand Strategy
brand identity
brand guidelines
Located in the heart of Al Quoz, The Grid AQ is a new warehouse development set to redefine Dubai’s creative district. Designed to be more than just a collection of industrial units, it aims to become a cultural hotspot – a space where art, design, food, and community intersect.
Yellow was brought on board to develop the brand strategy and identity for The Grid AQ, capturing its ambition to stand apart from the clutter of Al Quoz and emerge as a new destination for creators, brands, and visitors alike.
Client
The Grid AQ
Industry
Other
The approach
We began by studying the Al Quoz landscape – its strengths, its challenges, and the gaps within its current mix of creative spaces. The insight was clear: while Al Quoz was rich in culture, it lacked coherence and pedestrian-friendly planning.
The Grid AQ set out to change that – by offering a thoughtfully designed, walkable environment with shaded streets, curated F&B, and experiential retail – creating a destination built for people as much as for business.
This philosophy inspired the brand essence: “Something Else.”
Because The Grid AQ isn’t just another development – it’s a deliberate departure from the norm. A space that holds structure yet makes room for the soul.
The visual identity drew directly from the architecture itself. The wordmark features “THE GRID” in a bold, linear form – clean, industrial, and geometric – while “AQ” anchors the logo in a solid slab, echoing the site’s façade geometry and masterplan.
The Arabic integration, “الغريد”, slices through the system diagonally, creating tension and contrast – an intentional disruption that mirrors the spirit of The Grid AQ: confident, creative, and unapologetically different.
Every detail – from photography to layouts and wayfinding was designed with intent. The result is an identity that feels architectural yet alive, capturing the balance between design discipline and cultural energy
The result
The Grid AQ now stands poised to become Al Quoz’s next creative landmark, launching in Feb 2026 – a pedestrian-friendly, experience-driven development that’s, quite simply, something else.
