Dubai Calendar Social Design

Dubai Calendar needed a social content system that could handle the breadth of a city's worth of events without losing clarity. We built a playbook around six distinct content pillars, each with its own colour code — making it easy for teams to organise, publish and for audiences to instantly recognise what's relevant.

Six pillars, one cohesive identity

Dubai hosts thousands of events annually — from concerts and exhibitions to food festivals and sporting events. Without a visual system, every post was designed from scratch, leading to inconsistency and slow turnaround. We created six colour-coded content pillars, each with its own template set, typography rules and imagery guidelines.

The system allowed the team to move fast while maintaining visual coherence. Audiences could scroll through the feed and instantly identify event categories before reading a word.