Brand central credentials 2012

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  • 1. NO L GO And we agree.
  • 2. 2000First fully home-grownbranding firm in the region.
  • 3. Deeply rooted in the Arab cultureRespects cultural affinitiesFully signed up to the region’s hopes and dreams.Breaks the boundaries of modern Arabic designBridges the gap between global and local trends.
  • 4. Pioneer of Nation and City branding
  • 5. Pioneer of Causes branding
  • 6. Pioneer of Religious branding
  • 7. Pioneer of Media branding (TV and print)
  • 8. Pioneer of Real Estate branding
  • 9. Unparalleled affinity for Arabic Typography
  • 10. Branding divisionof M&C Saatchi MENA,the region’s newestcommunications group.
  • 11. CENTRAL STRATEGY CREATIVE UNIT All units of the communication mixDIGITAL BRANDING are united by a single idea CENTRAL STRATEGY UNIT The central strategy unit brings together talent from the differentMEDIA DESIGN disciplines to deliver upstream channel agile thinking PRODUCTION
  • 12. Brand Corporate StrategicDevelopment Identity Designbrand strategy corporate design new media andbrand architecture environmental and interactive designnaming retail design Broadcast design
  • 13. THE WOrKS
  • 14. Government ANDINSTITUTIONS
  • 15. NationLebanese GovernmentLebanonThe ContextTo develop realistic perceptions andestablish awareness amongstinternational markets, and motivatenative Lebanese to accept progress,change, and distinction. The ChallengeTo promote Lebanon as a brand, anddevelop a global icon that echoesLebanons distinctive culturalheritage.The TransformationThe “Tanit”, a historical icon found inarcheological sites across the region,and on which the identity was based,reflects Lebanon’s culturally richhistory, the power of its humanessence and its ever shininginfluence on the region.© 2010 Brand Central. A division of M&C Saatchi MENA. All rights reserved. brandcentral.me
  • 16. NationLebanese GovernmentLebanon© 2010 Brand Central. A division of M&C Saatchi MENA. All rights reserved. brandcentral.me
  • 17. NationSolidereLebanonThe ContextTo communicate the city brand afterits resurrection and reconstructionpost destructive Civil War and toannounce this come back to thenational public and to the world.The ChallengeCreate an identity that depicts thegenuineness of Lebanon being adiversified country, in people andgeography.The TransformationThe word “Beirut” rendered in a joyfuland celebrative calligraphic style andcarried out across a diverseapplications became a memorablesymbol of the city.© 2010 Brand Central. A division of M&C Saatchi MENA. All rights reserved. brandcentral.me
  • 18. NationRoyal Hashemite CourtJordanThe ContextTo promote Jordan as an attractivedestination for investment in theregion.The ChallengeTo develop a coherentcommunication strategy, both locallyand globally, and create an identitythat reflects the weight, promise andvalues of all that Jordan can offer theworld.The TransformationThe national icon, created in theshape of a stone, reflected the richhistory of Jordan and communicatedits essence to the world.© 2010 Brand Central. A division of M&C Saatchi MENA. All rights reserved. brandcentral.me
  • 19. NationRoyal Hashemite CourtJordan© 2010 Brand Central. A division of M&C Saatchi MENA. All rights reserved. brandcentral.me
  • 20. GovernmentFuture Iraq AssemblyIraqThe ContextTo promote Iraq as a nation with apromising future and inducemotivation towards unity, freedomand continuous progress.The ChallengeTo promote Iraq as a rich brand firstand depict its rich heritage andculture.The TransformationThe National logo inscribed incuneiform letters has beencommunicated in major publiccampaigns and promoted new IRAQwhich led to winning the elections.© 2010 Brand Central. A division of M&C Saatchi MENA. All rights reserved. brandcentral.me
  • 21. GovernmentFuture Iraq AssemblyIraq© 2010 Brand Central. A division of M&C Saatchi MENA. All rights reserved. brandcentral.me
  • 22. InstitutionalUNRWAPalestineThe ContextTo pay tribute to UNRWAs sixdecades of service andachievements.The ChallengeHighlight the economic, social andeducational benefits that UNRWAhas brought to refugees in particular,and the region as a whole.The TransformationThe new identity and visual style ofUNRWA revealed the achievementsof its work and gained higherexposure to attract and sustainadditional resourcing and funding© 2010 Brand Central. A division of M&C Saatchi MENA. All rights reserved. brandcentral.me
  • 23. InstitutionalUNRWAPalestine© 2010 Brand Central. A division of M&C Saatchi MENA. All rights reserved. brandcentral.me
  • 24. GovernmentMinistry of FinanceLebanonThe ContextIn a brand savvy market, brandinggovernmental institutions became amust.The ChallengeTo rejuvenate the identity of hisministry, to reflect a more serious,well planned and thoughtmanagement.The TransformationThe new refined identity projected arefreshed image of what is perceiveda static environment yet still reflectedthe high values upon which thecountry’s financial strength was built.© 2010 Brand Central. A division of M&C Saatchi MENA. All rights reserved. brandcentral.me
  • 25. GovernmentMinistry of Post and TelecommunicationsLebanon© 2010 Brand Central. A division of M&C Saatchi MENA. All rights reserved. brandcentral.me
  • 26. GovernmentLibanPostLebanonThe ContextGovernmental institutions alwaysproject a lack of professionalism andconsumer sense. LibanPost fell inthe dilemma of standing at equaldistances from a governmental bodyand a private institution yet servingclosely the Lebanese public.The ChallengeTo build a consumer friendly imagewhile preserving the credibility anddynamism of the industry.The TransformationIn few years, LibanPost was recalledas a super brand in the Lebanesemarket and its identity created theneeded impact inviting consumers totrust it and use it.© 2010 Brand Central. A division of M&C Saatchi MENA. All rights reserved. brandcentral.me
  • 27. GovernmentPresidency of the Council of MinistersLebanon© 2010 Brand Central. A division of M&C Saatchi MENA. All rights reserved. brandcentral.me
  • 28. InstitutionalThe Maronite PatriarchateLebanon© 2010 Brand Central. A division of M&C Saatchi MENA. All rights reserved. brandcentral.me
  • 29. Corporate and Finance© 2010 Brand Central. A division of M&C Saatchi MENA. All rights reserved. brandcentral.me
  • 30. CorporateAl Quds GroupJordanThe ContextSet the standards for academicgroups in Jordan and elevate them tointernational brand images.The ChallengeCreate an identity that best projectsthe focused variety of the group andits dynamism.The TransformationLuminus broke through the similaracademic groups. The name, brandarchitecture and visual system stylecommunicated an upper scaleeducational group capable ofembracing international institutions.© 2010 Brand Central. A division of M&C Saatchi MENA. All rights reserved. brandcentral.me
  • 31. CorporateAl Quds GroupJordan© 2010 Brand Central. A division of M&C Saatchi MENA. All rights reserved. brandcentral.me
  • 32. FinanceSokouk Exchange, Center Bank - TadawulBahrainThe ContextIntroduce the first Islamic InvestmentBank of Bahrain geared towardsdeveloping the Sukuk secondarymarket and act as a market-maker.The ChallengeCreate a brand that best combinesthe Islamic heritage and theadvanced investment bankingpractices.The TransformationThe brand portrayed the bank as aniche in the Islamic finance industryand conveyed the literal meaning ofthe name that signing a treaty orforging an alliance with tranquilityand safety.© 2010 Brand Central. A division of M&C Saatchi MENA. All rights reserved. brandcentral.me
  • 33. FinanceSokouk Exchange, Center Bank - TadawulBahrain© 2010 Brand Central. A division of M&C Saatchi MENA. All rights reserved. brandcentral.me
  • 34. CorporateAl Mojil InvestmentUAEThe ContextAl Mojil Investment needed to enterthe highly competitive real estatemarket of the UAE.The ChallengeCreate a brand that stands out fromthe more or less similar real estateprojects of the Gulf.The TransformationThe Edge constitutes a stand-aloneconcept and a new level of theofferings Dubai and the region canprovide in the sectors of real estateand hospitality development.© 2010 Brand Central. A division of M&C Saatchi MENA. All rights reserved. brandcentral.me
  • 35. CorporateAl Mojil InvestmentUAE© 2010 Brand Central. A division of M&C Saatchi MENA. All rights reserved. brandcentral.me
  • 36. CorporateSodamcoLebanonThe ContextReinvent industrial branding anddefine Sodamco as the cutting edgebrand of construction material.The ChallengeCreate a brand architectureconveying advanced technologyresearch and development.The TransformationSodamco and its product brandsbroke through the clutter ofunidentified industrial products andimposed a memorable anddifferentiable impact.© 2010 Brand Central. A division of M&C Saatchi MENA. All rights reserved. brandcentral.me
  • 37. CorporateSodamcoLebanon© 2010 Brand Central. A division of M&C Saatchi MENA. All rights reserved. brandcentral.me
  • 38. InsuranceFidelityLebanonThe ContextThe insurance market in Lebanonbecame a very competitive one andFidelity needed to upgrade theirimage to face the fierce challengesand to hold enough brand equity toexpand regionally outside Lebanon.The ChallengeTo develop a new identityimpregnated with a fresh spirit thatdepicts dynamism, modernity, and acustomer-friendly approach.The TransformationThe main identity and the brandedproducts enhanced the professionallook of Fidelity and increased theirmarket share during the first year ofthe rebranding.© 2010 Brand Central. A division of M&C Saatchi MENA. All rights reserved. brandcentral.me
  • 39. InsuranceFidelityLebanon© 2010 Brand Central. A division of M&C Saatchi MENA. All rights reserved. brandcentral.me
  • 40. Real Estate© 2010 Brand Central. A division of M&C Saatchi MENA. All rights reserved. brandcentral.me
  • 41. Real EstateHighland, EmaarLebanonThe ContextAfter the Dubai real estate boom,Emaar in Lebanon followed theirexample and introduced the first realgated community to offer countryvalues close to the city.The ChallengeTo differentiate the new Emaardevelopment from those usuallyfound in the Gulf. One that pamperedto the specific needs of Lebanesesociety.The TransformationBeitMisk became a genuineLebanese village, its name destinedto leave its mark on the Lebanesemap for years to come. Phase onesales targets were achieved just 10months after launch and the openingof the sales center.© 2010 Brand Central. A division of M&C Saatchi MENA. All rights reserved. brandcentral.me
  • 42. Real EstateHighland, EmaarLebanon© 2010 Brand Central. A division of M&C Saatchi MENA. All rights reserved. brandcentral.me
  • 43. Real EstateSolidereLebanonThe ContextWith the reconstruction of Beirut,Solidere, the private developmentcompany needed a signature thatcommunicates credibility to sign sucha massive development.The ChallengeTo create a recognizable identity thatimplies the strong attachment toBeirut.The TransformationThe identity depicts Beirut throughthe abstract and intriguing use of theletter B in English and Arabic.© 2010 Brand Central. A division of M&C Saatchi MENA. All rights reserved. brandcentral.me
  • 44. Real EstateGulf Finance HouseLebanonThe ContextBeirut Central District was renown forthe themed architectural developed.With Beirut Gardens, a new phasehas been set for this prime locationin the Middle East and that to startunveil the modern face of Beirutthrough high-end futuristic facadesand architectures.The ChallengeTo create a stand alone identityprojecting the unique architecturalwhile building a tranquil and serenecharacter for a residential project.The TransformationBeirut Gardens is today consideredworld-class residential development.© 2010 Brand Central. A division of M&C Saatchi MENA. All rights reserved. brandcentral.me
  • 45. Real EstateGulf Finance HouseLebanon© 2010 Brand Central. A division of M&C Saatchi MENA. All rights reserved. brandcentral.me
  • 46. HealthcareClemenceau Medical Center, Johns HopkinsLebanonThe ContextWith the increasing need forpersonalized healthcare services,Clemenceau Medical Center wasbuilt to reinvent the hospitalexperience.The ChallengeTo break the clutter created bytraditional and stiff hospital identitystyles.The TransformationThe organic symbol with the threeoverlapping leaves, built a friendlierimage of what used to be a verystern industry.© 2010 Brand Central. A division of M&C Saatchi MENA. All rights reserved. brandcentral.me
  • 47. HealthcareClemenceau Medical Center, Johns HopkinsLebanon© 2010 Brand Central. A division of M&C Saatchi MENA. All rights reserved. brandcentral.me
  • 48. Media© 2010 Brand Central. A division of M&C Saatchi MENA. All rights reserved. brandcentral.me
  • 49. BroadcastAlhurra TVUSA© 2010 Brand Central. A division of M&C Saatchi MENA. All rights reserved. brandcentral.me
  • 50. NewspaperAljarida NewspaperKuwaitThe ContextTo stand out from the variousnewspapers that are politicallyoriented in Kuwait.The ChallengeTo reveal an equal distance from allparties and communicate anobjective and straightforwardcharacter.The TransformationThe newspaper upgraded journalismstandards in Kuwait through its boldand assertive personality andcontent.© 2010 Brand Central. A division of M&C Saatchi MENA. All rights reserved. brandcentral.me
  • 51. BroadcastBahrain Radio & Television CorporationBahrainThe ContextTo complete the King’s 2030 vision,the Ministry of Information utillisedBahrain’s only local channel as thespringboard into the future.The ChallengeTo transform Bahrain TV’s identityinto a modern channel, whilstretaining the inspiration of Bahrain’srich heritage.The TransformationThe new identity communicated theexceptional affection of Bahrainis tothe art of written Arabic, and createda clear brand hierarchy.© 2010 Brand Central. A division of M&C Saatchi MENA. All rights reserved. brandcentral.me
  • 52. BroadcastBahrain Radio & Television CorporationBahrain© 2010 Brand Central. A division of M&C Saatchi MENA. All rights reserved. brandcentral.me
  • 53. NewspaperAL Watan NewspaperKSAThe ContextThe news media market in KSA waswitnessing a cluttered scene andwas promotion-driven especially afterthe emergence and fast growth ofthe Online and Mobile Broadbanddissemination. Also Al Watan wasalways considered a newspaperfocusing on the Southern regions ofthe Kingdom.The ChallengeTo create an identity that reignitesthe flame that once made Al Watanfamous by challenging the status quoand recapturing its daring spirit andattitude.The TransformationAl Watan successfully establisheditself as a reputable national media,positioned as the third nationalnewspaper in Saudi Arabia.© 2010 Brand Central. A division of M&C Saatchi MENA. All rights reserved. brandcentral.me
  • 54. BroadcastAl Rai TVKuwaitThe ContextAs the new television branch of theleading independent Kuwaitinewspaper “Al Rai al Aam”, Al Raiwas the first privately ownedbroadcasting license in Kuwait.The ChallengeDevelop a brand that speaks to themodern and new generation ofKuwaiti viewers as well as the GCCand Middle East area.The TransformationThe new brand conveyed arefreshed image of a genuine Kuwaitipersonnality.© 2010 Brand Central. A division of M&C Saatchi MENA. All rights reserved. brandcentral.me
  • 55. MediaINTAJ Production HouseLebanonThe ContextRejuvenate the identity to match theexpectations of the new marketdemands and to go along the fastpace of technology and theascending creativity standards.The ChallengeProject Intaj as the high-endaudiovisual technology solutionproviderThe TransformationIntaj differentiated itself from theproduction shops. The consistentbrand exposure items and systemcommunicated a coherent sharpbrand in its industry.© 2010 Brand Central. A division of M&C Saatchi MENA. All rights reserved. brandcentral.me
  • 56. MediaINTAJ Production HouseLebanon© 2010 Brand Central. A division of M&C Saatchi MENA. All rights reserved. brandcentral.me
  • 57. Travel and Wellness© 2010 Brand Central. A division of M&C Saatchi MENA. All rights reserved. brandcentral.me
  • 58. HospitalityLa Cigale HotelQatarThe ContextAiming to create a different marketpresence in Qatar, La Cigale, aLebanese hotel with a French spirit,was launched.The ChallengeTo promote the uniqueness and theart of Lebanese hospitality in aninternational hotel chainenvironment.The TransformationLa Cigale Qatar became the front ofmind hotel and retail destination inQatar.© 2010 Brand Central. A division of M&C Saatchi MENA. All rights reserved. brandcentral.me
  • 59. HospitalityLa Cigale HotelQatar© 2010 Brand Central. A division of M&C Saatchi MENA. All rights reserved. brandcentral.me
  • 60. HospitalityLa Cigale HotelQatar© 2010 Brand Central. A division of M&C Saatchi MENA. All rights reserved. brandcentral.me
  • 61. HospitalityLa Cigale HotelQatar© 2010 Brand Central. A division of M&C Saatchi MENA. All rights reserved. brandcentral.me
  • 62. TravelCivil Aviation AffairsBahrainThe ContextWith the increasing demand of flightsfrom and to the MENA, thegovernment of Bahrain created thetwo classes low cost airline.The ChallengeCreate a brand that bestcommunicates Bahrain’s dynamicidentity.The TransformationBahrain Air aircraft made a strongentrance in the various airports of theMENA and Asian regions and it’scontinuing to grow to cover 23destinations. The brandcommunicates a trustworthycustomer oriented yet affordableairline.© 2010 Brand Central. A division of M&C Saatchi MENA. All rights reserved. brandcentral.me
  • 63. TravelCivil Aviation AffairsBahrain© 2010 Brand Central. A division of M&C Saatchi MENA. All rights reserved. brandcentral.me
  • 64. Services and Retail© 2010 Brand Central. A division of M&C Saatchi MENA. All rights reserved. brandcentral.me
  • 65. RetailTony Salemah GroupLebanon© 2010 Brand Central. A division of M&C Saatchi MENA. All rights reserved. brandcentral.me
  • 66. RetailTony Salemah GroupLebanon© 2010 Brand Central. A division of M&C Saatchi MENA. All rights reserved. brandcentral.me
  • 67. ServicesMTC TouchLebanonThe ContextSucceeding to a well-marketedtelecommunication brand in theLebanese market is a challengingand defying task.The Challengeto create a distinctive identitycapable of dethroning the previouslyestablished brands, creating instantdifferentiation and recall.The TransformationThe brand starting with the nameconveyed a global, hip andinnovative image of a reliable andaspirational telecommunication.© 2010 Brand Central. A division of M&C Saatchi MENA. All rights reserved. brandcentral.me
  • 68. ServicesMTC TouchLebanon© 2010 Brand Central. A division of M&C Saatchi MENA. All rights reserved. brandcentral.me
  • 69. ProductWines of LebanonLebanonThe ContextWhen all the international gurus ofliquor making and marketing create anew wine, the brand must be up ableto fly to the world markets.The ChallengeTo create a brand that speaks thegenuine particularities of theLebanese soil and the uncontestedsecret recipe that makes it one of thebest wines in the world.The TransformationThe name and symbol encapsulateall the qualities of the master brandand the sub-brands reveal aconnoisseur flair for the marketneeds.© 2010 Brand Central. A division of M&C Saatchi MENA. All rights reserved. brandcentral.me
  • 70. ProductWines of LebanonLebanon© 2010 Brand Central. A division of M&C Saatchi MENA. All rights reserved. brandcentral.me
  • 71. ServicesWardieh HoldingLebanonThe ContextThe Mobil stations needed to berebranded into the agent company’sname.The ChallengeTo create a visible link between Mobiland Wardieh and build on the equityowned in the market for Mobil.The TransformationWardieh stations achieved morevisibility and increased their clientsnumbers. They are today the biggestnetwork of fuel stations in Lebanon.© 2010 Brand Central. A division of M&C Saatchi MENA. All rights reserved. brandcentral.me
  • 72. ServicesWardieh HoldingLebanon© 2010 Brand Central. A division of M&C Saatchi MENA. All rights reserved. brandcentral.me
  • 73. Retail and ProductsQatar SouvenirsQatarThe ContextWith the booming economy of Qatar,a need for quality promotional retailaroused to cater for the expandingtouristic market.The ChallengeTo devise a complete brand look andenvironment for the retail spaces thatwill sell “souvenir” products across avariety of retail points in Doha and inDoha International Airport.The TransformationQatar brand signature and all visualbrand expressions across the retailenvironments revealed a new facetof the country as a forward thinkingyet culturally proud nation.© 2010 Brand Central. A division of M&C Saatchi MENA. All rights reserved. brandcentral.me
  • 74. Retail and ProductsQatar SouvenirsQatar© 2010 Brand Central. A division of M&C Saatchi MENA. All rights reserved. brandcentral.me
  • 75. Strategic DesignDesign work for projects with pre-existent identities.© 2010 Brand Central. A division of M&C Saatchi MENA. All rights reserved. brandcentral.me
  • 76. TelecommunicationsMobile Telecommunications Company / MTCKuwaitThe ContextWith the rebranding of MTC intoZain, the company needed a modernArabic reflection of the identity.The ChallengeTo depict the international flavor ofthe new brand into its Arabic origin.The TransformationZain is today recognizable throughits clear identity system and thedistinguished Arabic typographycreated for them.© 2010 Brand Central. A division of M&C Saatchi MENA. All rights reserved. brandcentral.me
  • 77. TelecommunicationsMobile Telecommunications Company / MTCKuwait© 2010 Brand Central. A division of M&C Saatchi MENA. All rights reserved. brandcentral.me
  • 78. EntertainmentBeiteddine FestivalLebanonThe ContextAs a rich cultural event, BeiteddineFestival had to evolve with time tocapture the new generation.The ChallengeTo uplift the brand identity to furtherexpress the celebrative and richannual programs of this festival.The TransformationThe redesign created multi-layeredelements within the signature, eachpertaining to a certain aspect ofonstage performance.© 2010 Brand Central. A division of M&C Saatchi MENA. All rights reserved. brandcentral.me
  • 79. EntertainmentBeiteddine FestivalLebanon© 2010 Brand Central. A division of M&C Saatchi MENA. All rights reserved. brandcentral.me
  • 80. NewspaperAlbalad NewspaperLebanonThe ContextTo break through the clutter ofnewspaper titles in the market.The ChallengeTo Create a new experience throughnewspaper reading rituals.The TransformationThe new tabloid format and visualsystem of the newspaper have set anew trend that was followed byseveral newspapers in the region.© 2010 Brand Central. A division of M&C Saatchi MENA. All rights reserved. brandcentral.me
  • 81. NewspaperAlbalad NewspaperLebanon© 2010 Brand Central. A division of M&C Saatchi MENA. All rights reserved. brandcentral.me
  • 82. Logos© 2010 Brand Central. A division of M&C Saatchi MENA. All rights reserved. brandcentral.me
  • 83. Logos© 2010 Brand Central. A division of M&C Saatchi MENA. All rights reserved. brandcentral.me
  • 84. Logos© 2010 Brand Central. A division of M&C Saatchi MENA. All rights reserved. brandcentral.me
  • 85. Logos© 2010 Brand Central. A division of M&C Saatchi MENA. All rights reserved. brandcentral.me
  • 86. Logos© 2010 Brand Central. A division of M&C Saatchi MENA. All rights reserved. brandcentral.me
  • 87. Logos© 2010 Brand Central. A division of M&C Saatchi MENA. All rights reserved. brandcentral.me
  • 88. Logos© 2010 Brand Central. A division of M&C Saatchi MENA. All rights reserved. brandcentral.me
  • 89. Logos© 2010 Brand Central. A division of M&C Saatchi MENA. All rights reserved. brandcentral.me
  • 90. For more information:T +961 1 204613mailbox@brandcentral.mebrandcentral.me