Reflect, Dream, Do! – Eine Plattform zum 50. Jubiläum der Vereinigten Arabischen Emirate

The official launch of the ‘Year of the 50th’ marked a significant moment for the United Arab Emirates: 50 years since the founding of the nation – a milestone that needed to be celebrated without just looking back. The aim was both to showcase the extraordinary history of the past decades and to take an inspiring look into the future together with the population.

Our task was to design a central digital platform that would engage everyone in the UAE – citizens and decision-makers alike. A website that arouses emotions, creates identification and enables participation.

Our work centred on the question: How does a digital anniversary feel?
We developed an immersive UX concept that combines information, emotion and participation. Three content pillars – REFLECT, DREAM, DO – formed the narrative structure.

Central UX principles:

• Emotional storytelling as a guideline for user guidance,
• Modular structure to publish content dynamically and in phases
• Participative elements that actively involve users and promote identification
• Mobile-first design, optimised for various target groups

Together with the Salama bint Hamdan Al Nahyan Foundation, which was responsible for the anniversary, we developed a modular, phase-based concept that accompanied the entire anniversary celebrations digitally for over a year.

Our work included the conception, design and technical realisation of a central website that served as a digital platform for information, exchange and participation. We also designed interactive formats that encouraged the active participation of users – for example by sharing personal success stories or individual wishes. To increase accessibility and further strengthen engagement, we also integrated a Cognigy.AI-based chatbot that guided visitors through the content and responded to questions.

The platform became the digital home of the anniversary year. It combined the past, present and future of the Emirates in an interactive space that both informs and touches.