As one of the world’s most forward-thinking law enforcement agencies, Dubai Police has built a global reputation rooted in trust, innovation and community partnership. Reflecting Dubai’s own journey of rapid transformation, the organisation continues to redefine modern policing through technology, transparency and human-centred services.
In this exclusive interview with Brand Finance, Major. Abdulla Hamad Alshamsi, Director of Institutional Identity and Exhibitions Department at Dubai Police, shares how the force is shaping a brand that embodies safety, inclusivity and the visionary spirit of Dubai.
Interview with Major.Abdulla Hamad Alshamsi
Director of Institutional Identity and Exhibitions Department at Dubai Police
Dubai Police is recognised as one of the most reputable police organisations globally. What does this recognition mean for the force and the community you serve?
This recognition is both an honour and a responsibility. As guardians of safety, security, and public trust, we view our brand as a reflection of the confidence placed in us by the community. It represents not only operational excellence but also our ongoing commitment to integrity, transparency, and professionalism. Dubai Police plays a vital role in strengthening the global reputation and soft power of both Dubai and the United Arab Emirates. Our identity, from the emblem we wear to the services we deliver, reflects the values of trust, innovation, and care for the community. Every initiative we undertake is designed to enhance the quality of life of those we serve, ensuring that Dubai remains one of the safest and most admired cities in the world. Looking ahead, we aim further to reinforce our international standing, advance governance standards, and continue innovating in ways that reflect Dubai’s position as a leading global hub for progress, safety, and excellence, and expand into new areas that reflect Dubai’s position as a leading global hub.
With Dubai’s increasingly youthful and multicultural demographic, how is Dubai Police ensuring its values and initiatives continue to inspire trust and inclusivity among all residents?
Dubai’s greatest strength lies in its diversity, a dynamic blend of youth and expatriates who bring energy, ideas, and perspectives from across the world. At Dubai Police, we continuously adapt our communication and engagement strategies to reflect this diversity and to ensure that every resident feels represented and respected. Through community outreach programmes, youth-driven initiatives, and interactive digital platforms, we aim to connect with people on a meaningful level.
Our goal is for the public to see Dubai Police not merely as a law enforcement authority but as a trusted partner that genuinely cares for their safety and well-being. By fostering open dialogue, promoting cultural understanding, and upholding transparency in every interaction, we are building a brand that transcends barriers and resonates across generations and nationalities, reflecting the spirit of trust, inclusivity, and progress that defines Dubai.
Innovation has always been a defining feature of Dubai Police. How do you ensure that technological advancement continues to strengthen community connection and reinforce the reputation of Dubai Police as a global leader in smart and people-centred policing?
Innovation is deeply embedded in the culture of Dubai Police. It drives not only how we deliver our services but also how we connect with the community we serve. We believe that technology should enhance the human experience, not replace it. Whether through artificial intelligence, predictive analytics, or advanced digital platforms, our focus remains on making every interaction faster, more efficient, and more transparent for the public.
At the same time, we view innovation as a way to strengthen trust and accessibility. Every new initiative is designed with people in mind, ensuring that technology becomes a bridge between law enforcement and the community. By combining advanced systems with empathy and responsiveness, we continue to reinforce Dubai Police’s reputation as a global model of smart, inclusive, and forward-thinking policing.
Looking ahead, what are your aspirations for the Dubai Police brand on the global stage?
Our vision is for Dubai Police to be recognised as a global benchmark for modern, people-centred policing. We continue to strengthen our institutional identity through strong governance, international partnerships and community-driven initiatives.
By expanding our global collaborations and sharing knowledge, we hope to showcase Dubai’s leadership in smart, innovative policing. Above all, we want our brand to continue representing trust, openness and progress, the very principles that make Dubai one of the safest and most dynamic cities in the world.
In recent years we have adapted Growth Platforms, a framework that connects consumer needs and key occasions more directly with our R&D, marketing and sales teams.
