DIDI

PROJECT
DESIGN
SPACE
CLIENT BRIEFS
2022-2023
TABLE OF CONTENTS
ABOUT THIS DOCUMENT 3

IMPORTANT DATES 4

THE BRIEFS 5

AMERICAN UNIVERSITY OF SHARJAH BRIEF 6

DP WORLD BRIEF 8

NESTLÉ BRIEF 10

SAMSUNG BRIEF 12

SKY NEWS ARABIA ACADEMY BRIEF 14

MoCCAE BRIEF 16

VIDEO SCORING RUBRIC 18

ABOUT DIDI 19

ABOUT DIDI 20

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ABOUT THIS DOCUMENT
Client Briefs

This document serves as a supplement to the DIDI Project Design Space Handbook. It contains information about DIDI Project Design
Space that changes every year. Namely, this document contains program dates, the project briefs, background on the project clients,
project criteria and a video submission scoring rubric.

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IMPORTANT DATES
Program Schedule
Please keep the following dates in mind.

Teacher Training Workshops

• 5 December 2022: Online Program Orientation (Option A)* (4:30pm – 7:30pm)
• 7 December 2022: Online Program Orientation (Option B)* (4:30pm – 7:30pm)
• 12 January 2023: How to Teach Research** (4:30pm – 6:00pm)
• 2 February 2023: How to Teach Ideation (4:30pm – 6:00pm)
• 3 March 2023: How to Teach Prototyping (4:30pm – 6:00pm)
• 20 March 2023: How to Teach Pitching (4:30pm – 6:00pm)

*Teachers are required to attend only one program orientation.

**The How to Teach workshop series will be recorded for teachers who cannot attend the live sessions.

Student Design Jams with DIDI Faculty

• 19 January 2023: Research Design Jam (4:00pm – 5:30pm)
• 9 February 2023: Ideation Design Jam (4:00pm – 5:30pm)
• 10 March 2023: Prototyping Design Jam (4:00pm – 5:30pm)
• 23 March 2023: Pitching Design Jam (4:00pm – 5:30pm)

Virtual Competition Events

• 15 April 2023: Submission Deadline (11:59pm)
• 1, 2, 3, 4 and 5 May 2023: Virtual Boot Camp* (4:00 – 6:30pm)
• (COMING SOON): In-person Finals Events (3:30 – 6pm)

*The top eight teams per challenge will be invited to attend one Boot Camp and one Finals.

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THE BRIEFS
2022-2023 Briefs

This year, DIDI Project Design Space participants will be given five design briefs and will choose one brief to solve. This year’s clients
are American University of Sharjah, DP World, Nestlé, Samsung, Sky News Arabia and the UAE Ministry of Climate Change and
Environment (MoCCAE).

Timeline & Format for Submission

Proposals from all teams must be received by 15 April 2023.

Video submission directions can be found on the DIDI Project Design Space online portal.

Additional Resources

Additional resources for some of the briefs can be downloaded and printed from the DIDI Project Design Space website.

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AMERICAN UNIVERSITY OF
SHARJAH BRIEF
Context

The American University of Sharjah was founded in 1997 and has since built a reputation for academic excellence. An internationally
accredited institution, this private university has become synonymous with creating graduates equipped with the knowledge, skills and
drive to lead in the 21st century.

Based on the vision of its founding member, His Highness Sheikh Dr. Sultan bin Mohammed AlQasimi, the university’s initiatives are
driven by a connection to Islamic history and the needs of contemporary society in the UAE and the Gulf Region. The American
University of Sharjah, therefore, is built on values that promote both academic success and a strong community spirit.

Degree programs at AUS are offered in Architecture, Engineering, Business Administration and Arts and Sciences. The College of
Engineering at AUS hosts various events to encourage youth to explore the college’s various degree programs. Regular school boot
camps allow students to learn what it is like to work in exciting engineering fields, and our ‘shadow program’ gives Grade 11 and 12
students the chance to experience a day in the life of an AUS engineering student. In addition, the Women in Engineering Committee
organizes numerous events to encourage and support women in science and technology.

This year, AUS has partnered with DIDI Project Design Space to emphasize the importance of design thinking when tackling social
issues. AUS presents participants with a challenge related to improving the well-being of senior citizens in their community.

The Challenge

The AUS DIDI Project Design Space challenge is to:

Create a smart design intervention that reduces loneliness, anxiety and isolation amongst the elderly and promotes well-being.

The Brief

The American University of Sharjah challenge focuses on improving the well-being of elderly people in the Gulf Region. The challenge
is to research the living conditions and mental well-being of a senior citizen in your community, and then create a smart design
intervention that reduces loneliness, anxiety and isolation while improving their overall well-being.

Teams must:

● Select a space in which an elderly person lives. This should be the room(s) of their house where they spend the most time.
● Research the living habits and mental well-being of the elderly person.
● Create a mood board with inspiration images.
● Write a smart Design Proposal, based on the selected space, to accompany the mood board.
● Create technical drawings (hand-sketched or 3D renderings) that visualize their Design Proposal.
● Explain how their proposed solution reduces loneliness, anxiety and isolation amongst the elderly.
● Record the design process by taking notes throughout.

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Scope of Work & Deliverables

Teams must deliver a 3-minute video pitch to explain why their proposed solution should be chosen. The pitch video should:

● Describe the initial space and how it was contributing to the elderly’s person’s habits and mental state.
● Explain the mood board and how the inspiration images support the Design Proposal.
● Explain how the technical drawings support the Design Proposal.
● Describe how the proposed smart design intervention reduces loneliness, anxiety and isolation.
● Review the design and development process.

About American University of Sharjah (AUS)

The American University of Sharjah aims to make a positive impact within the UAE and the Gulf Region as a whole through outreach
activities that bring experiential, educational, professional and scholarly benefits to the community.

Beyond such programs, AUS offers support to deserving students whose circumstances may prevent them from studying at AUS.

Follow this link to learn more about how AUS empowers both their students and the broader community. Read more about the annual
outreach activities run by AUS.

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DP WORLD BRIEF
Context

DP World is a leading provider of smart logistics, offering integrated solutions to global companies trading across the UAE. DP World
operates Jebel Ali Port in Dubai, the world’s largest man-made harbor, serving a region of more than three billion people. As the third
largest port operator globally, DP World handles around 10% of the world’s container trade.

A key player in enabling the flow of trade across the globe, DP World leads by example in sustainable and responsible corporate
citizenship. DP World has created a global program called, Our World, Our Future, that aims to bring sustainability into every aspect of
its business. The program’s three legacy focus areas include Education, Women’s Empowerment and Water.

DP World has invested in ocean restoration projects across the world, from saving coral in Thailand to oyster rehabilitation in the UK -
and, most recently, reef restoration in the Middle East. This year, DP World is subsidizing a project that aims to scale ocean
sustainability solutions from two finalists in the Earthshot Prize, an initiative launched by Prince William and David Attenborough in
2020. This £1million-backed project will develop the first-ever commercial land-based coral farm and install the largest living seawall
on the planet to support the conservation of indigenous marine life.

In addition to these restoration projects, DP World cleanup campaigns have spent over 10,000 hours removing waste from the world’s
coastlines. Plastic pollution is a global problem affecting the marine environment, food safety and human health. Every year, eight
million tons of disposable, single-use plastic waste ends up in the world’s oceans, where it takes up to 450 years to decompose.
Studies estimate that there are now at least 15 trillion pieces of plastic in the world's oceans. At current rates, ocean plastic is
expected to outweigh all the fish in the sea by 2050.

To explore solutions to this important environmental problem, DP World challenges this year’s DIDI Project Design Space participants
to create and innovate in the area of plastic waste management.

The Challenge

The DP World DIDI Project Design Space challenge is to:

Design a plastic waste receptacle that steps up people’s environmental awareness and inspires them to change their habits related to
waste management and disposal.

The Brief in Detail

DP World’s challenge is to design a waste receptacle (e.g., container, bin, drum, etc.) that reminds people of the detrimental impact of
plastic on the world’s oceans and inspires behavioral change related to plastic waste management and disposal.

Teams must:

● Sketch designs for their proposed solution.

● Create a physical or digital prototype of their solution.
● Explain how their proposed solution raises awareness of the impact of plastic waste on the world’s oceans (e.g., by
explaining the dangers of single-use plastics, the decomposition cycle of ocean plastics, microplastics and their impact on
marine life, etc.).

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 ● Explain how their proposed solution inspires people to act more responsibly in terms of their waste management and
disposal habits.
● Record the design and development process by taking notes throughout.

Scope of Work & Deliverables

Teams must deliver a 3-minute video pitch to explain why their proposed solution should be chosen. The pitch video should:

● Describe the inspiration behind their design.

● Explain how their proposed solution raises awareness and inspires behavioral change.
● Display design sketches and prototype of the proposed solution.
● Review the design and development process.

About DP World

As a global leader in trade and logistics, DP World’s business depends on the world’s oceans. As one of the company’s legacy focus
areas, DP World is committed to protecting the oceans, waterways and waterfronts of the world to enhance life for people, society and
the planet.

As a key step to driving change, DP World invests in awareness programs that teach employees, contractors, schools and third parties
about protecting global water resources. DP World Awareness Campaigns include, among others, Car Free Day, Beach Clean Up, World
Water Day, Earth Hour, Beat the Heat and a Children’s Drawing Competition.

Follow this link to learn more about DP World’s approach to sustainability. Read more about DP World’s ocean preservation
efforts here.

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NESTLÉ BRIEF
Context

At Nestlé, the power of food is unlocked to enhance quality of life for everyone, not just today but for generations to come.

Teams at Nestlé apply their expertise in nutrition, health and wellness to help people and pets live happier, healthier lives, all while
keeping ambitious sustainability goals top of mind. These goals advance the health of the planet, build positive communities and
support a healthy food system.

In 2006, the company publicly articulated its Creating Shared Value approach to doing business, whereby any action for shareholders
must also create value for the communities where the company operates, the wider society and the planet.

Nestlé is committed to developing innovative products and services that provide nutrition and health for people and pets everywhere,
across all life stages and in a way that's good for the planet. Whether the focus is on developing delicious plant-based foods that
support healthier, more sustainable diets, tackling packaging waste, affordable nutrition for all, or personalized nutrition, Nestlé is
constantly improving their products and services and innovating to create new food, drink and health solutions.

Nestlé’s business presence has and will continue to bring increased commerce and employment opportunities to the MENA region. To
strengthen this impact, Nestlé calls participants of the DIDI Project Design Space to push the boundaries of what’s possible with foods,
beverages and nutritional health solutions in this product development challenge.

The Challenge

The Nestlé MENA DIDI Project Design Space challenge is to:

Design a new food and/or beverage product using dates as a primary ingredient.

The Brief in Detail

Currently, Nestlé does not have a date-based product in the market. The challenge is to use either part or all of the date plant to
create a product that is delicious, healthy and appealing to the MENA consumer base.

Teams must:

● Create a food and/or beverage product with either one or all parts of the date plant as the primary ingredient (can include
the date pit).
● Record the product’s final recipe, its nutritional value and common allergens used.
● Come up with a memorable product identity that includes a name, logo, color palette, etc.
● Create sustainable product packaging that attracts MENA-based consumers.
● Record the product development process by taking notes throughout.

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Scope of Work & Deliverables

Teams must create a prototype of their product. If a prototype is not possible, a mock version of their product will be accepted.

Teams must deliver a 3-minute video pitch to explain why their product should be chosen. The pitch video should:

● Demonstrate how to make their product.

● Explain the product recipe and include an allergen disclaimer (if applicable).
● Include a Nutri-Score for your product, which is an international nutritional rating system based on a five-color nutrition
label. Remember that Nestlé prioritizes the highest nutritional value for its consumers. You can use an online calculator to
determine your Nutri-Score.
● Display product packaging through mockups, images and/or sketches.
● Describe why their product would appeal to their intended target market.
● Review the process of developing the product and its packaging.
● Note that your video submissions can be in English, Arabic or a combination of both languages.

*Please note that parental supervision is required for all culinary arts activities.

About Nestlé

Nestlé’s heritage in the Middle East and North Africa goes back more than 100 years with the sale of the first Infant Cereals in Egypt.
Today, Nestlé operates 25 Food & Beverage factories across the 19 countries of the MENA region and provides direct employment to
more than 15,000 people. People at Nestlé are committed to Nestlé’s purpose of unlocking the power of food to enhance quality of life
for everyone, both today and for generations to come.

The Nestlé portfolio in the region currently exceeds 60 innovative product brands in a wide range of categories: Dairy, Infant Nutrition,
Coffee and Creamers, Confectionery, Bottled Water, Breakfast Cereals, Culinary products, Health Science and Pet Care, among others.
Nestlé NIDO, Nestlé CERELAC, Nestlé NAN, S-26, PROGRESS, NESCAFÉ, NESPRESSO, Bonjorno Café, Coffee-mate, KitKat, MAGGI,
Nestlé FITNESS, Nestlé Grain d’Or, Nestlé Pure Life, OPTIFAST, and PURINA Friskies are just some of the brands available in the Middle
East and North Africa.

To jumpstart your creative process, browse some recipes that use Nestlé products here.

Click here to read about Nestlé’s initiatives in sustainable development.

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SAMSUNG BRIEF
Context

Samsung Electronics is committed to Everyday Sustainability. The company’s eco-conscious and inclusive innovations in technology,
products and solutions inspire communities and enable consumers to live a more sustainable life.

The Samsung Eco-Package is a TV box specially designed to be upcycled and make a contribution to the environment. Eco-Packaging
solutions for Samsung TV products are made from corrugated cardboard which can be upcycled into animal houses, small furniture
pieces and other household items. Eco-Packages are available with Samsung Electronics’ lifestyle screen range, offering the chance
for customers to creatively reuse what is usually just a simple cardboard box.

Sustainability and innovation are at the heart of Samsung Electronics’ vision - and these values are also shared by the community of
the United Arab Emirates. The UAE’s vision of “Introducing collective ways of innovation that inspire creative ideas to promote global
excellence and competitiveness” is matched by Samsung Electronics’ understanding that we live in a fast-changing world that
requires constant innovation and adaptation to care for our customers and our planet.

With this perfect alignment between the vision of the UAE and the vision of Samsung Electronics, the company is partnering with DIDI
Project Design Space to challenge high school students to find new ways of using Eco-Packaging to inspire communities and build
creative ideas with the consumer at heart.

The Challenge

The Samsung DIDI Project Design Space challenge is to:

Design a new and innovative use for Samsung Eco-Packaging that encourages customers to join Samsung Electronics in reducing
waste for a sustainable environment.

The Brief in Detail

Samsung Eco-Packaging with innovative Eco Dot technology encourages customers to upcycle their packages into useful household
items. The boxes come complete with a dot matrix design on each side of its eco-friendly corrugated cardboard boxes, allowing
customers to cut the boxes more easily and assemble them into various other uses.

Student creations can be big or small, such as side tables, a house for their pet, a TV cabinet, or - for the really ambitious - a model of
a landmark such as Burj Khalifa!

Teams must:

● Review and take inspiration from the Samsung TV Eco-Packaging toolkit and design guide.
● Sketch designs for their proposed solution.
● Explain how their proposed solution is useful to the consumer.
● Create a manual to guide consumers on how to build their proposed solution.
● Record the design and development process by taking notes throughout.

Winning designs will be displayed in the Samsung Butterfly showroom, Dubai Mall BS and other key Samsung stores across UAE.

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Scope of Work & Deliverables

Teams must deliver a video pitch to explain why their proposed solution should be chosen. The pitch video should:

● Describe how to build their Samsung TV Eco-Packaging solution.

● Explain how their proposed solution is useful to consumers and will inspire communities.
● Display design sketches and mock images of the proposed solution being used by consumers.
● Include photos of the final Eco-Packaging solution, showing at least four different views of the design.
● Review the design and development process.

About Samsung

As a global leader in electronics and technology, Samsung Electronics remains focused on innovative solutions that will enhance
people’s lives for generations to come. In line with the company’s vision that the environment is the future, Samsung Electronics has
established a New Environmental Strategy in 2022 to present specific goals and implementation methods to preserve our planet.

Follow this link to learn more about Samsung Electronics’ many sustainability initiatives and discover some Eco-Packaging design
ideas by clicking here.

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SKY NEWS ARABIA ACADEMY BRIEF
Context

Sky News Arabia is a 24-hour news channel that broadcasts to over 50 million households in the MENA region. It was launched in
2012 as a joint venture between Sky Group in the UK and Abu Dhabi Media Investment Corporation (ADMIC).

Sky News Arabia invests in media education through a standalone division called Sky News Arabia Academy. Courses are offered in TV
and radio production, digital media and creative design. They are led by well-known industry professionals who are all employed at
Sky News Arabia as either news anchors, journalists or digital media professionals.

Sky News Arabia Academy is responsible for upskilling potential media professionals in current and future generations. In fulfilling the
first part of this mandate, Sky News Arabia Academy has partnered with various Emirati universities to offer graduates an internship
program that helps them bridge the gap between media theory and practice.

By partnering with DIDI Project Design space, Sky News Arabia Academy aims to tap into the potential of future generations. In this
assignment, students will tackle a marketing challenge facing Sky News Arabia Academy.

The Challenge

The Sky News Arabia Academy DIDI Project Design Space challenge is to:

Design a social media competition that increases followers on Sky News Arabia Academy’s social media channels which include
Facebook, Instagram, Twitter and LinkedIn.

The Brief in Detail

Sky News Arabia Academy has reached a plateau in social media follower growth. In response to this marketing challenge, students
must design a social media competition that will boost followers on Sky News Arabia Academy’s Facebook and Instagram pages.

Teams must:

● Assess the content on Sky News Arabia Academy’s social media platforms.
● Design a competition based on that assessment.
● Create a social media campaign plan to bring awareness to their competition and Sky News Arabia Academy.
● Ensure that both the content and campaign plan are optimized to increase followers.
● Design a complete series of image and video posts for their competition and social media campaign plan.
● Explain their campaign plan’s metrics and best practices to track performance.
● Record the design and development process by taking notes throughout.

Scope of Work & Deliverables

Teams may opt to create the competition and campaign plan in Arabic or both English and Arabic.

Teams should not go live with their social media campaign.

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Teams must deliver a 3-minute video pitch to explain why their marketing solution should be chosen. The pitch video should:

● Describe how their social media competition works.

● Explain how their campaign plan will bring awareness to their competition and Sky News Arabia Academy.
● Display a complete series of image and video posts for their competition and social media campaign plan.
● Explain how their content and campaign plan is optimized to increase followers.
● Review the process of designing the competition and social media campaign plan.

About Sky News Arabia

As a broadcaster in the MENA region, Sky News Arabia delivers unbiased, hard-hitting news and, as a value-add, has been offering
media training services for 10 years.

In a move to consolidate and expand on this 10-year track record in media education, Sky News Arabia Academy was launched in 2021
as the official educational arm of SNA. Their mandate emphasizes the importance of training the next generation of journalists and
media professionals in the MENA region. SNA Academy aims to bridge the gap between media theory and practice through cutting-
edge courses in journalism and media.

To begin your assessment of the company’s existing social media profile, follow this link to Sky News Arabia Academy’s Instagram
Page.

Click here to visit their Facebook page.

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MoCCAE BRIEF
Context

The Ministry of Climate Change and Environment (MoCCAE) was established in 2016, when the UAE’s leadership expanded the scope of
the Ministry of Environment and Water to include all domestic and foreign climate change affairs. The MoCCAE works to maintain the
UAE’s position as a regional and international leader in environmental and climate action through enhancing its efforts in sustainable
development.

Climate change is the global environmental issue of our times. From the UAE’s perspective, the worst effects of climate change could
include water scarcity, drought, rising sea levels and increasing aridity. To face these environmental challenges, the Ministry’s mission
is to mitigate and adapt to the impacts of climate change, safeguard the country’s ecosystems and enhance the security of its food
and water resources.

For example, the Ministry of Climate Change and Environment offers guidance and support to food-producing sectors like agriculture
and fisheries, securing public health and ensuring compliance with the highest food safety standards. The MoCCAE also works in
synergy with local, regional and global stakeholders to drive transformation by leveraging the latest information and technology in
sustainability and empowering youth, in particular, to be change agents for the future.

To promote this mission, the UAE Ministry of Climate Change and Environment, in partnership with DIDI Project Design Space,
challenges participants to shift social perspectives about climate change and its impact on the UAE.

The Challenge

The MoCCAE DIDI Project Design Space challenge is to:

Create a 3-minute film that dramatically shifts the audience’s perspective on climate change and its impact.

The Brief in Detail

The Minister of Climate Change and Environment, H.E. Mariam bint Mohammed Almheiri, has said that protecting the environment is
everyone’s responsibility. Therefore, in order to institutionalize the practice of sustainable living in society, one must shift social
perspectives on the matter. The MoCCAE challenges this year’s participants to create a 3-minute film that shifts viewers’ perspectives
on climate change and its impact on the UAE.

Teams must:

● Research current perspectives in the UAE related to climate change and its impact.
● Devise a concept for a short film that will radically shift these pre-existing perspectives. For example, teams could choose to
focus on the effects of climate change on food security or biodiversity loss in the UAE.
● Write the script for each scene in the film.
● Create a storyboard that illustrates the key scene shots and camera angles.
● Create a shot list to describe what will happen and what is needed in each shot/scene.
● Create a production schedule to keep the film production process organized, including any post-production work (e.g.,
editing, soundtracking, captions and titles).
● Write a synopsis of what their film is about and how it shifts the viewer’s perspective.

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Scope of Work & Deliverables

Teams must deliver a 3-minute short film.

● Films should be fully edited, with all post-production elements in place (see above).
● Ensure your film is delivered in a standard format (e.g., MP4, AVI).

About UAE Ministry of Climate Change and Environment (MoCCAE)

As environmental pioneers of sustainable development, the Ministry’s mission is to mitigate and adapt to the impacts of climate
change, safeguard the country’s ecosystems and enhance the security of its food and water resources.

In support of the UN’s Sustainable Development Goals, the MoCCAE works in collaboration with partners to protect, preserve, develop
and efficiently invest environmental resources to ensure their sustainability.

Read more about the specific Sustainable Development Goals that the Ministry of Climate Change and Environment is focused on. To
learn more about the themes in this challenge, follow these links for more information on climate change, food security and
biodiversity at MoCCAE.

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VIDEO SCORING RUBRIC
Please refer to this rubric to understand the judging and selection criteria used to select projects that will move forward to the boot
camp and finals stages of the program.
CATEGORY
Potential Impact of Solution
How many people would this
solution touch? How
meaningful would the impact
be?
Relevance to Design Brief
Does the proposed solution
answer the full brief?
Flexibility and Feasibility
Would it be financially and
technically feasible for the
client to implement this
solution?
Creativity and Originality
Is the solution original and
exciting?
Prototype
Is the prototype well
developed and persuasive?
Level of Completion
Is the idea fully developed?
Is the idea specific and clear?
Presentation Quality Did the
team deliver the pitch in a
professional and compelling
manner?
Overall Impression
Does this project in its
entirety strike you as
particularly professional,
exciting and impressive?
0 1
No potential impact; people
reached would not be
affected by this solution in
any meaningful way.
No, it is completely unrelated
to the design brief.
No. The proposal is
fundamentally unrealistic or
prohibitively expensive.
No, it is completely
derivative.
No. There isn’t a prototype.
No. The idea is completely
unclear or very broad.
No. Their voices were
monotone or difficult to hear.
They lacked energy from
start to finish.
No. The pitch doesn’t make
sense or doesn’t stand out in
any way.
Slight impact; people
reached would benefit
from this solution in some
ways.
The proposed solution is
relevant to some aspects of
the brief, but not all.
Not in its current form, but it
is conceivable that a highly
revised version
could be.
Some aspect(s) of the
idea are original or
exciting.
The prototype exists but
seems hastily conceived or
poorly executed.
Somewhat. The idea was not
entirely clear.
Somewhat. The pitch was
adequate. There was a nice
moment or two, but it was
not consistently outstanding.
It made sense, but there are
significant flaws that make
this an undesirable solution.
2 3
Moderate impact; people
reached would benefit from
this solution and will be
positively impacted.
Yes, the proposed solution is
mostly relevant to the brief.
Yes, with some minor
revisions.
Yes, it is original and/or
exciting.
The prototype is adequate.
Yes, the idea was mostly
clear and specific but could
use some additional
revisions.
Yes. They were professional,
but it didn’t have that extra
“wow” factor.
Solid idea. Could potentially
see it happening. Minor flaws
give rise to some
reservations.
Significant impact; people
reached will be very affected
by the solution and will
engage with it in meaningful
ways.
Yes, it is very relevant to the
brief and responds exactly to
what the client requested.
Yes. It could be reasonably
and easily implemented as is.
Yes, it is so unlike anything
I’ve seen before that it would
help the client stand out.
Yes! It’s clear that the
prototype has gone through
multiple iterations and it
clarifies or validates key
aspects of how the solution
would work.
Yes. The idea was fully
developed and was very clear
and specific. Nothing was
missing, and I had all the
information I needed for this
stage.
Yes! Their voices were clear.
Energy level was high and
infectious. Language was
enthusiastic and confident. I
want to learn or hear more!
Compelling idea that I would
be excited to see happen and
would feel confident
personally backing. The team
came together and
developed a project that
holds together on every
level. Professional-grade
pitch.
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ABOUT DIDI
Dubai Institute of Design and Innovation (DIDI)

DIDI is a private, non-profit university that offers

undergraduates a unique design education. The first of its
kind in the region, DIDI’s curriculum has been expertly crafted
in close collaboration with the Massachusetts Institute of
Technology (MIT) and Parsons School of Design. DIDI is
accredited by the Ministry of Education in the UAE and opened
its doors to its first cohort of students in the fall of 2018.

At DIDI, we believe that design education ought to be

transformative, disruptive and cross-disciplinary, and we
intend to become the school of choice for the next generation
of changemakers. With design thinking and creative problem-
solving firmly embedded in our curriculum, we are preparing
the next generation to use design as a tool for positive change.

Bachelor of Design

DIDI’s groundbreaking Bachelor of Design (BDes) program offers

students the freedom to design their own degree by combining two
of the following four concentrations: Product Design, Strategic
Design Management, Multimedia Design and Fashion Design.

In their first year, students are introduced to design thinking,

problem-solving, fabrication, visualization and sustainable design
concepts. First-year students are supported as they discover
their own creative voices and philosophical approaches to design.
Second- and third-year students continue developing their
skills and their understanding of design through studio-based,
workshop-based and lecture-based coursework. General education courses complement students’ creative studies, and students
gain real-world experience through a design internship in the summer of year three. In their final year, students work on a
culminating thesis.

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ABOUT DIDI
Vibrant Location at the Heart of Design

Located in the vibrant and creative Dubai Design District (d3),

DIDI provides students with access to internships and
networking opportunities that give them the best possible
start to their careers. No other institution offers such an
immersive design education, where students are surrounded
by a diverse range of design professionals and innovators.

Moreover, the city of Dubai offers an incredible calendar of

design events, including Dubai Design Week and Dubai Design
Days. With its golden beaches, deserts and growing arts and
street culture, Dubai is a multicultural and futuristic city of
innovation that welcomes tomorrow’s changemakers.

Learn More
www.didi.ac.ae
Call +971 4 568 3911
@DIDIDXB
For Further Information
Razan Al Marzouqi, Student Recruitment Manager
razan.almarzouqi@didi.ae
T +971 4 568 4337
M +971 50 255 3038

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