Digital Media Services (DMS) was incorporated in 2010 as the official digital media arm of Choueiri Group. Today, DMS extends a premium portfolio of online / mobile offerings, reaching 120 million unique users, generating 2 billion page views and serving over 3.2 billion ads per month. Headquartered in Dubai, DMS has a presence across the key regional markets. The brief was to redefine the brand’s strategy, and create a new identity with this strategy in mind.
The design was inspired by pixels, using them as building blocks to playfully create images and forms. With each iteration, they would be combined in a different way in order
to create new content displayed through a unique perspective. To reflect the everchanging digital landscape, we created a logo that adapts to it’s new surroundings - a smart logo, so to speak.