At the beginning of 2008, the ADTA engaged Interstate to develop a consistent identity for their sporting teams under the umbrella name 'Team Abu Dhabi'. The ADTA already had it’s own brand identity, created in 2007, and whilst consideration had been given for how the marque should exist
in a corporate environment, the move into such
a powerful and dynamic territory called for an energetic adaptation.

It required a concept that would take into consideration the existing brand identity guidelines and brand mission “To drive and support the development and promotion of tourism in Abu Dhabi efficiently, effectively, and transparently, in partnership with all our stakeholders while ensuring the highest quality standards. ”