World’s Largest Indoor Theme Park.

SECTOR(S): Hospitality / Tourism

SCOPE: Brand audit / Brand strategy / Brand identity including logo design / Brand language / Design templates including ad design / Signage & wayfinding


IMG Worlds is the owner and operator of the world’s largest indoor theme park IMG Worlds of Adventure. Based in Dubai, the theme park features four main zones including Cartoon Network, Marvel, a retail and leisure Boulevard (IMG Boulevard) and The Lost Valley of Dinosaurs.

Ninth Space were commissioned to develop the brand DNA which has, and will continue to be, successfully adapted by advertising agencies.

Insights & Strategy

The brand strategy work uncovered the core brand essence “Bringing Heroes to Life”. This master idea is the basis through which these imaginary, thrilling and exciting “worlds” will come to life. This was then visualised as a brand emblem – a circle with a strong heroic looking ‘W’.


The branding incorporated a system that enabled IMG Worlds to leverage future destinations as well as future brand partners such as Marvel and Cartoon Network alongside their own IP creations. Creative license to develop specific campaign ideas and promotional communications was core to the brand development – this allows any advertising to express specific messages within a holistic tone and style.

The outcome is an engaging, distinctive brand that brings the characters, rides and experiences to life.

Disclaimer: The characters are the property of their respective creators (Marvel, Cartoon Network or IMG). Ninth Space does not claim ownership of these.