After being acquired by the educational arm of the Dubai government, Taaleem needed a change in brand identity in order to announce this shift and address some of the challenges that the brand had faced in the past.

HKLM managed this process, from strategic repositioning of the brand, to portfolio consolidation of its specific assets and brand properties and ultimately brand expression to market, ensuring a solution that was both relevant in the United Arab Emirates and Gulf Cooperation Council region, and had strong international appeal.