Brand central credentials 2012

NO L GOAnd we agree.

2000First fully home-grownbranding firm in the region.

Deeply rooted in the Arab cultureRespects cultural affinities

Fully signed up to the region’s hopes and dreams.Breaks the boundaries of modern Arabic designBridges the gap between global and local trends.

Pioneer of Nation and City branding

Pioneer of Causes branding

Pioneer of Religious branding

Pioneer of Media branding (TV and print)

Pioneer of Real Estate branding

Unparalleled affinity for Arabic Typography

Branding divisionof M&C Saatchi MENA,the region’s newestcommunications group.

CENTRALSTRATEGY

UNITAll units of the communication mix

are united by a single idea

The central strategy unit brings together talent from the different

disciplines to deliver upstream channel agile thinking

CENTRAL STRATEGY

CREATIVE

BRANDINGDIGITAL

PRODUCTION

MEDIA DESIGN

BrandDevelopment

brand strategybrand architecturenaming

CorporateIdentity

corporate designenvironmental andretail design

StrategicDesign

new media andinteractive design

Broadcast design

THE WOrKS

Government ANDINSTITUTIONS

Nation

Lebanese GovernmentLebanon

The ContextTo develop realistic perceptions and establish awareness amongst international markets, and motivate native Lebanese to accept progress, change, and distinction.

The ChallengeTo promote Lebanon as a brand, and develop a global icon that echoes Lebanon's distinctive cultural heritage. The TransformationThe “Tanit”, a historical icon found in archeological sites across the region, and on which the identity was based, reflects Lebanon’s culturally rich history, the power of its human essence and its ever shining influence on the region.

Lebanese GovernmentLebanon

Nation

SolidereLebanon

The ContextTo communicate the city brand after its resurrection and reconstruction post destructive Civil War and to announce this come back to the national public and to the world.

The ChallengeCreate an identity that depicts the genuineness of Lebanon being a diversified country, in people and geography.

The TransformationThe word “Beirut” rendered in a joyful and celebrative calligraphic style and carried out across a diverse applications became a memorable symbol of the city.

The ContextTo promote Jordan as an attractive destination for investment in the region. The ChallengeTo develop a coherent communication strategy, both locally and globally, and create an identity that reflects the weight, promise and values of all that Jordan can offer the world. The TransformationThe national icon, created in the shape of a stone, reflected the rich history of Jordan and communicated its essence to the world.

Nation

Royal Hashemite CourtJordan

Nation

The ContextTo promote Iraq as a nation with a promising future and induce motivation towards unity, freedom and continuous progress.

The ChallengeTo promote Iraq as a rich brand first and depict its rich heritage and culture.

The TransformationThe National logo inscribed in cuneiform letters has been communicated in major public campaigns and promoted new IRAQ which led to winning the elections.

Government

Future Iraq AssemblyIraq

Government

The ContextTo pay tribute to UNRWA's six decades of service and achievements. The ChallengeHighlight the economic, social and educational benefits that UNRWA has brought to refugees in particular, and the region as a whole. The TransformationThe new identity and visual style of UNRWA revealed the achievements of its work and gained higher exposure to attract and sustain additional resourcing and funding

Institutional

UNRWAPalestine

Institutional

The ContextIn a brand savvy market, branding governmental institutions became a must.

The ChallengeTo rejuvenate the identity of his ministry, to reflect a more serious, well planned and thought management.

The TransformationThe new refined identity projected a refreshed image of what is perceived a static environment yet still reflected the high values upon which the country’s financial strength was built.

Government

Ministry of FinanceLebanon

Government

Ministry of Post and TelecommunicationsLebanon

The ContextGovernmental institutions always project a lack of professionalism and consumer sense. LibanPost fell in the dilemma of standing at equal distances from a governmental body and a private institution yet serving closely the Lebanese public. The ChallengeTo build a consumer friendly image while preserving the credibility and dynamism of the industry. The TransformationIn few years, LibanPost was recalled as a super brand in the Lebanese market and its identity created the needed impact inviting consumers to trust it and use it.

Government

LibanPostLebanon

Government

Presidency of the Council of Ministers Lebanon

Institutional

The Maronite PatriarchateLebanon

Corporate and Finance

The ContextSet the standards for academic groups in Jordan and elevate them to international brand images. The ChallengeCreate an identity that best projects the focused variety of the group and its dynamism. The TransformationLuminus broke through the similar academic groups. The name, brand architecture and visual system style communicated an upper scale educational group capable of embracing international institutions.

Corporate

Al Quds GroupJordan

Corporate

The ContextIntroduce the first Islamic Investment Bank of Bahrain geared towards developing the Sukuk secondary market and act as a market-maker. The ChallengeCreate a brand that best combines the Islamic heritage and the advanced investment banking practices. The TransformationThe brand portrayed the bank as a niche in the Islamic finance industry and conveyed the literal meaning of the name that signing a treaty or forging an alliance with tranquility and safety.

Finance

Sokouk Exchange, Center Bank - TadawulBahrain

Finance

The ContextAl Mojil Investment needed to enter the highly competitive real estate market of the UAE. The ChallengeCreate a brand that stands out from the more or less similar real estate projects of the Gulf. The TransformationThe Edge constitutes a stand-alone concept and a new level of the offerings Dubai and the region can provide in the sectors of real estate and hospitality development.

Corporate

Al Mojil InvestmentUAE

Corporate

The ContextReinvent industrial branding and define Sodamco as the cutting edge brand of construction material.

The ChallengeCreate a brand architecture conveying advanced technology research and development.

The TransformationSodamco and its product brands broke through the clutter of unidentified industrial products and imposed a memorable and differentiable impact.

Corporate

SodamcoLebanon

Corporate

The ContextThe insurance market in Lebanon became a very competitive one and Fidelity needed to upgrade their image to face the fierce challenges and to hold enough brand equity to expand regionally outside Lebanon. The ChallengeTo develop a new identity impregnated with a fresh spirit that depicts dynamism, modernity, and a customer-friendly approach. The TransformationThe main identity and the branded products enhanced the professional look of Fidelity and increased their market share during the first year of the rebranding.

Insurance

FidelityLebanon

Insurance

FidelityLebanon

Real Estate

The ContextAfter the Dubai real estate boom, Emaar in Lebanon followed their example and introduced the first real gated community to offer country values close to the city. The ChallengeTo differentiate the new Emaar development from those usually found in the Gulf. One that pampered to the specific needs of Lebanese society. The TransformationBeitMisk became a genuine Lebanese village, its name destined to leave its mark on the Lebanese map for years to come. Phase one sales targets were achieved just 10 months after launch and the opening of the sales center.

Real Estate

Highland, Emaar Lebanon

Real Estate

The ContextWith the reconstruction of Beirut, Solidere, the private development company needed a signature that communicates credibility to sign such a massive development. The ChallengeTo create a recognizable identity that implies the strong attachment to Beirut. The TransformationThe identity depicts Beirut through the abstract and intriguing use of the letter B in English and Arabic.

Real Estate

SolidereLebanon

The ContextBeirut Central District was renown for the themed architectural developed. With Beirut Gardens, a new phase has been set for this prime location in the Middle East and that to start unveil the modern face of Beirut through high-end futuristic facades and architectures.

The ChallengeTo create a stand alone identity projecting the unique architectural while building a tranquil and serene character for a residential project.

The TransformationBeirut Gardens is today considered world-class residential development.

Real Estate

Gulf Finance HouseLebanon

Real Estate

The ContextWith the increasing need for personalized healthcare services, Clemenceau Medical Center was built to reinvent the hospital experience.

The ChallengeTo break the clutter created by traditional and stiff hospital identity styles.

The TransformationThe organic symbol with the three overlapping leaves, built a friendlier image of what used to be a very stern industry.

Healthcare

Clemenceau Medical Center, Johns HopkinsLebanon

Healthcare

Alhurra TVUSA

Broadcast

The ContextTo stand out from the various newspapers that are politically oriented in Kuwait.

The ChallengeTo reveal an equal distance from all parties and communicate an objective and straightforward character.

The TransformationThe newspaper upgraded journalism standards in Kuwait through its bold and assertive personality and content.

Newspaper

Aljarida NewspaperKuwait

The ContextTo complete the King’s 2030 vision, the Ministry of Information utillised Bahrain’s only local channel as the springboard into the future. The ChallengeTo transform Bahrain TV’s identity into a modern channel, whilst retaining the inspiration of Bahrain’s rich heritage. The TransformationThe new identity communicated the exceptional affection of Bahrainis to the art of written Arabic, and created a clear brand hierarchy.

Broadcast

Bahrain Radio & Television CorporationBahrain

Broadcast

The ContextThe news media market in KSA was witnessing a cluttered scene and was promotion-driven especially after the emergence and fast growth of the Online and Mobile Broadband dissemination. Also Al Watan was always considered a newspaper focusing on the Southern regions of the Kingdom. The ChallengeTo create an identity that reignites the flame that once made Al Watan famous by challenging the status quo and recapturing its daring spirit and attitude. The TransformationAl Watan successfully established itself as a reputable national media, positioned as the third national newspaper in Saudi Arabia.

Newspaper

AL Watan NewspaperKSA

The ContextAs the new television branch of the leading independent Kuwaiti newspaper “Al Rai al Aam”, Al Rai was the first privately owned broadcasting license in Kuwait.

The ChallengeDevelop a brand that speaks to the modern and new generation of Kuwaiti viewers as well as the GCC and Middle East area.

The TransformationThe new brand conveyed a refreshed image of a genuine Kuwaiti personnality.

Broadcast

Al Rai TVKuwait

The ContextRejuvenate the identity to match the expectations of the new market demands and to go along the fast pace of technology and the ascending creativity standards. The ChallengeProject Intaj as the high-end audiovisual technology solution provider The TransformationIntaj differentiated itself from the production shops. The consistent brand exposure items and system communicated a coherent sharp brand in its industry.

INTAJ Production HouseLebanon

Travel and Wellness

The ContextAiming to create a different market presence in Qatar, La Cigale, a Lebanese hotel with a French spirit, was launched. The ChallengeTo promote the uniqueness and the art of Lebanese hospitality in an international hotel chain environment. The TransformationLa Cigale Qatar became the front of mind hotel and retail destination in Qatar.

Hospitality

La Cigale HotelQatar

Hospitality

The ContextWith the increasing demand of flights from and to the MENA, the government of Bahrain created the two classes low cost airline. The ChallengeCreate a brand that best communicates Bahrain’s dynamic identity. The TransformationBahrain Air aircraft made a strong entrance in the various airports of the MENA and Asian regions and it’s continuing to grow to cover 23 destinations. The brand communicates a trustworthy customer oriented yet affordable airline.

Travel

Civil Aviation AffairsBahrain

Travel

Services and Retail

Retail

Tony Salemah GroupLebanon

Retail

The ContextSucceeding to a well-marketed telecommunication brand in the Lebanese market is a challenging and defying task.

The Challengeto create a distinctive identity capable of dethroning the previously established brands, creating instant differentiation and recall.

The TransformationThe brand starting with the name conveyed a global, hip and innovative image of a reliable and aspirational telecommunication.

Services

MTC TouchLebanon

Services

The ContextWhen all the international gurus of liquor making and marketing create a new wine, the brand must be up able to fly to the world markets. The ChallengeTo create a brand that speaks the genuine particularities of the Lebanese soil and the uncontested secret recipe that makes it one of the best wines in the world. The TransformationThe name and symbol encapsulate all the qualities of the master brand and the sub-brands reveal a connoisseur flair for the market needs.

Product

Wines of LebanonLebanon

Product

The ContextThe Mobil stations needed to be rebranded into the agent company’s name. The ChallengeTo create a visible link between Mobil and Wardieh and build on the equity owned in the market for Mobil. The TransformationWardieh stations achieved more visibility and increased their clients numbers. They are today the biggest network of fuel stations in Lebanon.

Services

Wardieh HoldingLebanon

Services

The ContextWith the booming economy of Qatar, a need for quality promotional retail aroused to cater for the expanding touristic market.

The ChallengeTo devise a complete brand look and environment for the retail spaces that will sell “souvenir” products across a variety of retail points in Doha and in Doha International Airport.

The TransformationQatar brand signature and all visual brand expressions across the retail environments revealed a new facet of the country as a forward thinking yet culturally proud nation.

Retail and Products

Qatar SouvenirsQatar

Retail and Products

Strategic DesignDesign work for projects with pre-existent identities.

The ContextWith the rebranding of MTC into Zain, the company needed a modern Arabic reflection of the identity. The ChallengeTo depict the international flavor of the new brand into its Arabic origin. The TransformationZain is today recognizable through its clear identity system and the distinguished Arabic typography created for them.

Telecommunications

Mobile Telecommunications Company / MTCKuwait

Telecommunications

The ContextAs a rich cultural event, Beiteddine Festival had to evolve with time to capture the new generation.

The ChallengeTo uplift the brand identity to further express the celebrative and rich annual programs of this festival.

The TransformationThe redesign created multi-layered elements within the signature, each pertaining to a certain aspect of onstage performance.

Entertainment

Beiteddine FestivalLebanon

Entertainment

The ContextTo break through the clutter of newspaper titles in the market.

The ChallengeTo Create a new experience through newspaper reading rituals.

The TransformationThe new tabloid format and visual system of the newspaper have set a new trend that was followed by several newspapers in the region.

Newspaper

Albalad NewspaperLebanon

Newspaper

For more information:T +961 1 204613mailbox@brandcentral.mebrandcentral.me

Brand central credentials 2012

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