Ninth Space FZ LLC is a full-service brand and design consultancy based in Dubai, specializing in developing brands from concept to marketplace for clients in the Middle East, Asia, and North America. The document outlines their comprehensive brand strategy services, including research, brand audit, identity development, and design supervision, emphasizing a collaborative process with direct client interaction. All content within the document is proprietary and intended for internal client assessment only.

1. ABOUT US
© Ninth Space FZ LLC 2016
This document and all the content, ideas, expressions, processes and thoughts within this document are the intellectual property of Ninth Space FZ LLC
and are given to the client for internal assessment purposes only and are not intended for external circulation or distribution.

2. FULL-SERVICE BRAND AND DESIGN CONSULTANCY
DEVELOPING BRANDS FROM CONCEPT TO MARKET PLACE
Based in Dubai with clients across the Middle East, Asia and North America
Collaborative process and personalized service - our clients deal directly with senior management
Comprehensive experience in real estate, retail and hospitality
ABOUT NINTH SPACE | OVERVIEW

3. ABOUT NINTH SPACE | SERVICES
Research:
Competition analysis
Best practices & tablestakes
Market trends & insights
Consumer behaviour
usage & attitudes
Brand audit:
Interviews with owners &
senior management to
understand the brand and
wider business objectives.
Brand strategy:
Core brand attributes
Customer segmentation
Brand architecture
Brand personality
Value propositions
Brand values
Brand promise
Brand purpose
Story development
Tone of voice
Customer journey mapping
Marketing strategy
Wayfinding strategy
Brand engagement
Identity development
Moodboards
Logo options with supporting,
typography & structure rationale
Visual Language (look & feel)
The brand grid / structure
Colour palette
Forms, patterns or
illustrative elements
Photographic style
Typography
Linguistics (tone of voice)
Adding narrative to visual langauge
Adding headlines / tactical taglines
Photography
Videography / storyboarding
Copywriting
Design of all touchpoints:
Corporate stationary
Guest
Operating
Vehicle livery
Uniforms
Marketing
Advertisements
Digital
Packaging
Signage design
Sales offices
Exhibitions,
Retail stores
Restaurants and cefes
Spa’s
Concept Interior Design
Zoning
GA layout plans
Mood boards
Design Development
Key plans
Sample boards
Visuals
Artwork
Guidelines
Technical / CAD
Print / Production
Tender assistance
Design supervision
INSIGHTS &
UNDERSTANDING
IDENTITY &
BRAND LANGUAGE
CONTENT &
DESIGN
ENVIRONMENTS ROLLOUTSTRATEGY

4. ABOUT NINTH SPACE | INSIGHTS GENERATION MODEL
THE OWNER’S VISION
WHAT WE NEED
TO KNOW
WHAT INFORMATION
IS PROVIDED
HOW WE WILL INTERPRET
THE INFORMATION
The owners vision for the brand
sets the agenda for what the brand
will be and the long term aspirations
of the business.
PROVIDES FOCUS FOR
BRAND DEVELOPMENT
STRATEGIC OBJECTIVES
OF THE BUSINESS
The strategic imperatives and
operational parameters for the
success of the business.
PROVIDES CONTEXT ON
BUSINESS PARAMETERS
BUSINESS SECTOR
BEST PRACTICES
& TABLE STAKES
Findings from the sector that
uncover best practices and must
have parameters as well as trends
and market directions.
INFORMS ON MARKET
TRENDS AND DYNAMICS
TARGET AUDIENCE
USAGE ATTITUDES
Identify the usage behaviours of
the core target customer that we
intend to sell to and understand
what their attitudes towards
buying our products may be.
INFORMS ON CUSTOMER
NEEDS AND BEHAVIOURS
AND ENABLES VALUE
PROPOSITION GENERATION
AND SEGMENTATION

5. ABOUT NINTH SPACE | BRAND STRATEGY MODEL
THE BRAND ESSENCE
The highest order customer benefit
that applies to all products and
services offered under this brand
WHO WE ARE
WHAT WE DO
THE CORE VALUES
Key competencies that enable the brand
to deliver on the brand essence that will
remain consistent across product
offerings, market and time
THE PERSONALITY
The way the product / service connects
with its target audience and how the
customer interaction will be experienced
BRAND ATTRIBUTES
A set of physical, functional, rationale
and emotional attributes associated
directly with the product / service.
FOR:
The core target
audience and guests.
Clarifies who to focus
on including identifiable
attributes; to whom
the brand needs to
be relevant.
PROVIDES:
The core differentiated
benefit.
Identifies what
customers need or
want and what will
be uniquely valued
and distinctive.
IS:
A frame of reference.
Clarifies who the
competitive set is;
who the brand is trying
to differentiate from.
THROUGH:
Reasons to believe.
Outlines the proof
points or what the
brand needs to do
to credibly deliver
on the positioning.
IN A WAY:
Personality traits.
Clarifies what aspect of
the brand’s personality
to focus on today.
IS CREDIBLE
AND CAN BE
DELIVERED ON
SUPPORTS AND
EMBODIES THE
STRATEGIC
CORPORATE
OBJECTIVES
DIFFERENTIATES
FROM SECTOR
COMPETITORS
RESONATES WITH
TARGET AUDIENCE
SETS
THE BRAND IDENTITY
CONSIDERATIONS FOR DERIVING A BRAND ESSENCE
THE BRAND
POSITIONING

6. DEVELOP CREATIVE
MOOD BOARDS
Produce mood boards from desktop
research that provide direction and
inspiration for the development of
the identity and visual language.
PRESENT IDEAS THAT CAN BE
DISCUSSED AND EXPLORED TO
HELP DIRECT THE FOLLOWING
STAGES.
EXPLORE LOGO / IDENTITY
OPTIONS AND ROUTES
Develop logo / identity options for
the brand with supporting colours,
typography and structure rationale.
PRESENT OPTIONS OF WHICH ONE
IS CHOSEN AS THE NEW LOGO /
IDENTITY FOR THE NEW BRAND.
EXPLORE VISUAL LANGUAGE
(LOOK FEEL)
Develop design style routes that
apply the selected logo / identity
to a brand look and feel system
across multiple touch points.
BASED ON CUSTOMER JOURNEY:
PRESENT ROUTES THAT
DEMONSTRATE WHAT THE BRAND
WILL LOOK LIKE ON VARIOUS
COLLATERAL ITEMS SUCH AS
SIGNAGE, PACKAGING, ADVERTS
AND BUSINESS STATIONERY.
CONSOLIDATE ALL
BRANDING COMPONENTS
Gather all approved assets from the
previous stages, refine and finalise
them technically and rationally into
one holistic brand language.
DEVELOP A FINAL PRESENTATION
OF ALL THE APPROVED BRAND
ASSETS / COMPONENTS THAT WILL
THEN BE USED TO POPULATE THE
BRAND GUIDELINES.
DEVELOP FINAL ARTWORK AND
COLLATERAL TO PRINT READY
STAGE IF REQUIRED WITHIN
SCOPE OF WORK.
WRITE AND DESIGN
BRAND GUIDELINES
Develop the usage and control
guidelines for the brand
components in order to prevent
misuse in the future by any third
party agencies / contractors.
WRITE AND DESIGN THE
GUIDELINES AS A TECHNICAL
MANUAL FOR THE USAGE OF
ALL BRAND COMPONENTS IN THE
FORM OF AN ELECTRONIC BOOK .
ABOUT NINTH SPACE | BRANDING / DESIGN PROCESS
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7. © Ninth Space FZ LLC 2016
This document and all the content, ideas, expressions, processes and thoughts within this document are the intellectual property of Ninth Space FZ LLC
and are given to the client for internal assessment purposes only and are not intended for external circulation or distribution.
KATHRYN CHURCHOUSE
BUSINESS DEVELOPMENT MANAGER
kathryn@ninthspace.com
+971 (0)55 412 5691
NINTHSPACE.COM
CONTACT