Running Dubai's
impound yard.
When Dubai's Roads & Transport Authority hands a partner the job of towing, impounding, securing and auctioning vehicles, the pitch has to look as organised as the operation itself. We designed the bilingual capabilities deck — a red-chevron system that ties the fleet, the yard, the control room and the apps into one credible identity.
The impound yard — the operation the deck had to make legible
01 The brief
Under contract with the RTA, the Emirates Auction group tows and impounds vehicles in violation of the rules, runs the impound yard — receiving cars, staffing it, watching it around the clock — and then sells the unclaimed ones at auction. It is a sprawling field operation. Our job was to make it read, on the page, as one confident, government-grade capability.
A tow truck is logistics. Forty-eight pages that make the whole yard feel inevitable — that's the design.
02 The operation
The spine of the deck is the recovery system itself — how a call becomes a tow, a tow becomes a stored asset, and an asset becomes an auction lot. We shot it from above, at fleet scale, so the reader feels the reach before they read a word.
03 The yard, secured
Impounding a car is a promise to keep it safe. The deck's facility section pairs a 24/7 CCTV control room, dedicated observation towers and rehabilitated visitor parking — the physical proof that the yard is run, not just rented.
04 Apps & platforms
The operation runs on software, so the deck had to sell it. We framed four product mockups — a driver app, a road-support app, the EA Scanner yard-locator, and a web vehicle-inspection platform — each staged as a clean, believable device shot. The values on screen are illustrative sample data, dressed to show the flow, not real records.
05 The capability language
Between the photography sits a set of key-visual concepts — efficiency, a 24/7 call centre, speed of executing court decisions, and an in-house software team — each given its own iconographic page so the abstract promises land as clearly as the trucks do.
Every page footer carries both marks — RTA and Emirates Auction — so the reader never forgets whose authority stands behind the yard.
- 01 Bilingual 48-page capabilities deck, Arabic-led
- 02 Red-chevron graphic language & section system
- 03 Aerial & ground fleet photography treatment
- 04 App & web-platform mockup framing (×4)
- 05 Key-visual iconography for capability pages
- 06 RTA × Emirates Auction co-branded lockups