DP World
Putting People First
Opportunity
Since 2001, the UAE Career Fair has brought thousands of Emirati graduates and professionals face-to-face with leading employers from both public and private sectors. The event plays a key role in driving Emiratisation and connecting talent with opportunities. Yet, despite the wealth of information on offer, the experience for job seekers often feels overwhelming and impersonal. Navigating a maze of exhibition stands filled with corporate milestones, promotional materials and training opportunities can be daunting, particularly for new graduates. We recognised the need to cut through this noise and create a space that was human, engaging and built on voices the audience could truly trust.
Solution
Ochre placed people at the heart of the pavilion design. Instead of relying on corporate messaging, we showcased real testimonials from DP World and Jafza employees, complete with names and designations. Large, striking portraits made it impossible to miss the authentic stories of those working within the organisations, creating an immediate emotional connection with visitors. The concept, ‘Shipping Chic’, blended industrial heritage with human progress. Inspired by shipping containers, pallets and the bold graphic language of nautical flags, the design reflected the sector’s roots while presenting a forward-looking, dynamic employer brand. A series of analogue and digital activations made information more accessible and memorable, from augmented reality experiences that translated complex metrics into real-world comparisons, to a self-help hub where visitors could take a Myers Briggs test and interactive decision tree to identify roles that suited their skills and ambitions.
Result
The pavilion transformed the career fair experience for DP World and Jafza, making information approachable and interactions meaningful. Engagement increased as visitors connected with real employee stories and explored opportunities in a more personalised way. Activations captured valuable data and insights directly on-stand, while reinforcing DP World’s reputation as a technology-driven, people-focused employer of choice for Emiratis nationwide.
Making recruitment personal and inspiring for future talent
By replacing corporate messaging with authentic employee stories and interactive experiences, we turned the DP World and Jafza pavilion into a space where Emirati graduates felt seen, heard and empowered to explore their future career paths.
