Introduction

Maqta Gateway® LLC is a wholly owned subsidiary of Abu Dhabi Ports and is a central pillar of the company’s strategy to be a leader in the development of integrated, digital, global trade. Maqta Gateway® is the developer and operator of the first Port Community System in the United Arab Emirates; Maqta PCS (mPCS), facilitating the exchange of goods and the movement of people, and contributing to the sustainable development of Abu Dhabi.

Maqta Gateway provides all port services through a single window, creating a simplified and secure information flow for all users. An integrated platform, it can be tailored to customers’ requirements by integrating different services and connecting wide variety of data sources into a single package. Maqta Gateway simplifies the information exchange between different systems and services, and their team of experts can help analyse and modify the system to guarantee optimal exchange of information.

Objective

In order to enhance the stakeholder experience within the trade and logistics sectors, Maqta Gateway launched the Advanced Trade & Logistics Platform (ATLP). The platform was designed to be a seamless and user-friendly single window of trade in Abu Dhabi, aiming to facilitate trade through sea, land, air, industrial and free zones. The single window of trade platform was developed and operated by Maqta Gateway.

Execution and Outcome

Maqta Gateway awarded ADNEC Services (a subsidiary of ADNEC group) the contract to deliver the creative concept and brand identity for this project.

Based on the client’s objectives and brief, ADNEC services devised a number of mood boards and range of creative directions for the brand identity from traditional to contemporary.

Once the client opted to follow a modern creative direction, the creative team developed an identity which highlighted the Emirati heritage of the company through use of Arabic script combined with technological elements in the form of a microchip and a tagline which communicated the interactivity of the brand. The execution also incorporated the parent company colours which gave it a unique identity whilst clearly retaining alignment to the parent brand.

ADNEC Services were also tasked with redesigning the look and feel of the website in order to align with the new brand and whilst streamlining the user experience.

ADNEC Services also designed the ‘digital unveiling’ of the brand at an exclusive VVIP launch of the platform. The team devised a digital immersive experience which took place within one of the Khalifa Industrial Zone Abu Dhabi, KIZAD, industrial sites. The ADNEC Services team delivered the digital reveal of the logo which brought the story of the brand to life and combined land, sea and air modes of logistics whist highlighting the technological component of the platform.

The brand was launched to HH Khaled Bin Mohamed Bin Zayed Member of the Abu Dhabi Executive Council, Chairman of Abu Dhabi Executive Office and the Chairman of the Executive Committee in May 2020 and was widely featured in the press and across social media.

H.H. Sheikh Khalid expressed his satisfaction with the efforts made to facilitate trade through innovative digital solutions, as well as the pace of development of the vital projects in KIZAD.

He praised Abu Dhabi Ports’ vital role in creating a sustainable infrastructure and ultra-modern logistics facilities, supporting the vision of the leadership and the Government of Abu Dhabi to create a world-class sustainable and diversified economy.

ATLP Case Study

Execution and Outcome