Sole DXB

M&B worked closely with Sole - Dubai’s definitive platform for urban culture, on a brand refresh and a promotional campaign for Sole DXB 2014 footwear, fashion and lifestyle fair.

Through individuals who ‘stand on what they stand for’, the online film captures the spirit of urban culture enthusiasts and calls out to them. Young men and women are portrayed proud of who they are, dressed to accentuate their style of individuality, as a street-poetry narrative delivers the message.

Sole is a network where the passion for street wear and urban culture brings together a group of avid collectors, athletes, artists, bloggers, trendsetters and the brands themselves. The culture is an all-encompassing lifestyle. Members use Sole as a platform to introduce emerging trends and generate fresh creative content.

Scope of work: Branding / Identity / Brand Film / Photography / Print Campaign / Event Branding and Signage