3. Radio is one of the most popular communication mediums in
the UAE, owing to our ever-growing love for traffic jams at
any time of the day. Yes, we have curated playlists in our car
entertainment systems, but the life that radio can breathe
into an otherwise mundane drive cannot be replaced with
just a playlist alone.
When SUNO1024 FM, a leading Asian broadcast station
approached us to bling things up for them, we took it as an
opportunity to go wild. And wild we did go! From a whole
new interpretation to their off air avatar to a totally whacked
out new communication design to a major re-jig of their
working environment, the station, which until then was
running on a “mature” mode, was infused with excessive
quantities of youth and attitude.
With all this in place, the station went on to become the
most engaging Asian radio station in the UAE on social
media and rose out of its mature slumber to garner eyeballs
and rise on ranking charts as well, winning two major
awards. The success of Praxis on this account has seen us
being awarded the agency on retainer status.
THE SUNO
1024 FM REVAMP
7. With urban lifestyles taking over, bread has become an
integral part of modern living. From being just a “breakfast
item” in the past, bread has metamorphosed into an
“any-time-meal”.
Being a volume driven industry, costs had to be kept
minimal in all terms without compromising on aesthetic
value, rather, we had to up the ante to make sure that the
consumer reached out for Bake1 instead of a gamut of
competitor brands.
With a fresh approach to packaging design that made the
whole product line vibrant, along with a strategic approach to
sales and promotions, Bake1 is today eating into competition
and finding its place in the grocery baskets of India.
PRAXIS LAUNCHES
BAKE1 IN INDIA
10. When Kevin Oliver created Shakuntala with the students of GEMS
Modern Academy, he had in mind an old Indian story that he wanted to
re-imagine as a rock opera that had undertones of James Cameron’s
Avatar. Now, that is a larger than life dream. And that is exactly how we
at Praxis love things to be!
After being involved in a visually scintillating photo-shoot with the kids
at the school and the amazing production crew, our re-touch team got
to work. For a few days there we only mouse clicks heard from that side
of the office. What came out after days of layering, coloring, airbrushing
and feathering was a spectacle that got featured at the American High
School Theatre Festival in Scotland.
HOW WE TURNED A PHOTO-SHOOT
INTO AN OUT OF THE WORLD POSTER
11. A R O C K O P E R A
G E M S M O D E R N A C A D E M Y
w r i t t e n & d i r e c t e d b y K e v i n O l i v e r
A Modern Day Fairy Tale of Love Lost & Found
13. According to a recent survey, food tops the Dubai wishlist,
closely followed by things that have wheels and move really
fast. Now, what do you get when you get mix both together?
Say hello to the world’s Kawasaki cafe!
Launched after a succesful stint at the Gulf Bike Week,
where people flocked to get their hands on not just bikes, but
also biking aparel and merchandise, the cafe is a place to
relax after you’re done shopping at the merchandise outlet
next door. Located on Sheikh Zayed Road, above the
Kawaski showroom, the cafe carries the same Kawasaki
oomph in design and decor.
So, like the rest of Dubai, if you’re into premium coffees, lip
smacking food and some good old fashioned adrenaline
rush, then Kawasaki Cafe should be on your bucket list.
PRAXIS LAUNCHES THE
WORLD’S FIRST KAWASAKI CAFÉ &
MERCHANDISE IN DUBAI
17. Rigman manufactures and supplies personal protective
equipment for diverse industries like oilfield, construction
and marine. Established in 1998 in the United Kingdom, it
has become a force to reckon with in a short span of time for
its wide range of robust & reliable safety products applicable
across diverse environments. Yes. That’s the brief we got.
As you can imagine, the industry is quite stiff and
emotionless – which is a communicator’s worst nightmare.
When Praxis was approached to work on their brand, we
were asked to re-imagine their line of business and put them
ahead of their competitors. With well-defined boundaries of
what could “not be done”, we set off on a journey to see
“what could be done”.
We chose to bring in emotion, power and leadership into
their branding and communication and took them a notch
higher as a well-branded, strongly communicated, future
ready business, which not just created benchmarks for
others, but also gave them a challenge to out-do themselves
every single time.
THE RIGMAN SAFETY
RE-BRAND PROJECT
BEFORE
AFTER
23. Breast cancer is a worrying phenomenon globally. With
numbers on the rise, it is important to educate women that
self examination is the best way to detect cancerous growth
and for early prevention. Everyone says that! But how can
you put it across creatively across a huge hospital network?
We sought the help of a woman’s best friend - the mirror.
What conspired then was a simple take to a complicated
matter. Every mirror in the hospital was blocked out with
messaging to a level where only the chest region was visible
- so no more adjusting hair and putting on make up. For an
entire month, the mirrors forced women to look at not just
their face, but to examine themselves further. With
informational leaflets on self examination procedures and
other communication tools, we forced women to make their
best friend their breast friend.
What resulted was an overwhleming response to
the entire campaign with some heavy unpaid
PR and social media coverage!
MEDCARE HOSPITAL’S
MY BREAST FRIEND CAMPAIGN
26. This year witnessed Praxis diversifying into yet another
associated vertical with the opening of Praxis ProPrint -
our alter ego which handles everything related to
production and printing. With a team of specialists who
are brand conscious, this new Praxis venture provides
services such as digital printing, large format printing,
design and production of exhibition stands, vehicle
graphics and much much more. In times to come, we
believe that clients would prefer a single point contact for
everything related to their marketing communications,
and ProPrint adds thatamazing value to Praxis, whereby
we can translate our ideas into action seamlessly.
SAY HELLO
TO A NEW PRAXIAN!
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