The Al Ghurair Group is in the process of launching an English/Arabic dual-language school. Brash Brands was brought in to create a progressive brand for the school as a benchmark for education. The idea of 'A new world balance', and the mindset needed for embracing other viewpoints and cultures, defined the proposition. The brand language plays on the fact that certain Arabic characters look similar to English characters. This is consistently used across a variety of applications. The creative director was John Brash and the designers were Francis Lotz, Steven Richards and Christina Follmer.