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MAD was appointed as lead agency to develop a new branding image for Vicenzaoro Dubai, organized by DV Global Link, a joint-venture between Italian trade fair company Fiera di Vicenza and the Dubai World Trade Centre (DWTC). The first-ever Vicenzaoro Dubai (VOD) will take place from April 23-26, 2015. Defined by a gold and black palette, the VOD brand identity is marked by a symbiotic duality. A universal marker of luxury, the gold evokes feelings of lavishness and opulence, while, at the same time, making reference to raw materials used for fabricating jewelry.