Salik
About the project
Dubai’s toll operator, Salik, shifted from a service provided by the Roads and Transport Authority (RTA) in Dubai to a company that is 34.9 % publicly owned.
A value driven brand
The new brand positioning reflects the shift to a value-driven brand with a purpose to speed up ones time, so you can ultimately spend it on what really matters.
For Salik’s recharge cards, the concept of time inspired us to use minimal yet experiential gradients.
The gradients reflect the sun’s interplay with the sky during the different times of day.
Salik plays a pivotal role in supporting Dubai’s wider economic development plans.
The brand exercise brought to life this ambition, through a stark and clear visual coupled with a tone of voice that spoke of the brand’s added value.
For the first three months of 2023, Salik recorded the highest level of quarterly revenue-generating trips and toll usage revenue since the start of operations at AED 454 million.
The two triangles in the Salik icon, that symbolize speed, bring to life a central asymmetrical shape which represents the gateway.
By seamlessly integrating the everyday, Salik magnifies moments and elevates experiences. It enables, empowers and energizes.
