Dragoman breakthrough brands

Discipline: Brand assets

  • Arena

    Arena

    Arena

    Arena Private Market: Making capital work for you.

    THE CHALLENGE

    Introduce a new private market from DFM in a way that clearly explains the offer to founders and accredited investors: eligible private companies gain access to growth capital while retaining control; investors can participate in growth companies earlier on the path to a potential IPO. The brand also needed to preserve DFM’s credibility and attract both sides of the market.

    HOW WE WORKED

    We created a simple brand language referencing positive market signals and built practical tools for consistent use. We launched at Dubai Capital Market Summit and supported the team with the keynote, launch video, website, and brand governance.

    THE SOLUTION

    We positioned Arena as DFM’s private market platform connecting eligible private companies with accredited investors. We defined a direct value proposition and produced guidelines and launch assets so the brand could be deployed consistently across presentations, video, and web.

    OUR DELIVERABLES

    Brand strategy

    Brand positioning

    Brand identity & design system

    Brand architecture

    Launch video

    THE RESULTS

    A clear, credible market introduction that explains the offer, signals DFM trust, and enables efficient rollout across summit, video, and web.

  • Gate Avenue

    Gate Avenue

    Gate Avenue

    Sounds. Surrealism. Selfies. Sushi.

    THE CHALLENGE

    Create a brand that fits the DIFC portfolio, strengthens the destination brand and most importantly, gets people to visit Gate Avenue. Additionally reposition from a premium mall to an accessible, community-led urban destination with multiple experiences. Goal: increase footfall.

    HOW WE WORKED

    We reviewed the market and built on the DIFC destination positioning to carve out a distinct retail role. We defined a brand positioning, personality and tone that stay energetic and adaptable to the fast-changing nature of retail. We designed connected systems linking online and offline for a seamless end-to-end experience.

    THE SOLUTION

    We articulated Gate Avenue as the urban spine that runs the length of DIFC. The visual system uses four gates as entry portals, paths that guide people to eclectic experiences across retail, food, fashion, art and entertainment. The identity is bold, dynamic and more accessible, introducing youthful energy while maintaining DIFC credibility. Messaging focuses on everyday discovery and community engagement.

    OUR DELIVERABLES

    Insights & research
    Brand positioning & proposition
    Brand identity (brandmark & visual language)
    Design system & brand guidelines
    Launch campaign & video

    THE RESULTS

    A clear, distinctive destination brand that sits comfortably within the DIFC portfolio and invites broader audiences to visit, driving a 50% increase in footfall and elevating DIFC’s overall destination appeal.

  • Quardlock

    Quardlock

    Quardlock

    Impenetrable.

    THE CHALLENGE 

    Quardlock had designed and developed the world’s most advanced offline biometric security technology and needed a brand to support their next stage of business growth and market expansion. With the digital world creating massive opportunities for business and society, it also creates risks and dangers with individuals, companies and countries as they are exposed to malicious activity such as identify theft, financial losses and industrial espionage. But if you use Quardlock’s biometric off-line security for identity verification, physical spaces, digital access and transaction authentication, you become impenetrable. 

    HOW WE WORKED 

    We worked with the Quardlock senior management and technology teams to develop the brand positioning and brand identity.

    THE SOLUTIONS

    This laid the foundation for the brand positioning. The brand tone of voice had to demonstrate solidity and be direct in the way it communicated. No fluff, to the point. We kept the brand assets simple with a view to create immediate impact and also to be adaptable to the various sectors that the technology is relevant for. We worked with the business development and management team to create messaging and a tone of voice that would aid in telling the broader story, quickly framing the threat, but very quickly move to how Quardlock provides the solution. 

    PROJECT DELIVERABLES

    Brand positioning
    Brand strategy
    Design systems
    Brand identity
    Brand guidelines

    THE RESULT

    Sales orders grew. Investors wanted to be buy into the brand and the parterns existed after 2 years.

  • Eve List

    Eve List

    Eve List

    Equivalency.

    ——

    PROJECT OVERVIEW  

    We worked with the NGO Eve List to create a new brand to engage a broader audience and give some energy to their purpose.

    ——

    WHAT WE DID  

    We worked with the founder to really get under the skin of the issue and create a brand that could not only engage multiple audiences, but also create a platform for conversation, ultimately towards creating understanding and equivalency in our workplace environment. We are better when we are working together to solve these societal challenges and as such the brand was centred around the idea of coming together and enhancing each other. This was done through graphic symbols of +, x and ≡, an engaging and open tone of voice and a range of colours for energy.

     

    ——

    PROJECT DELIVERABLES

    Brand positioning
    Brand strategy
    Design systems
    Brand identity

  • Carrefour

    Carrefour

    Carrefour

    From “low prices” to “more for you”

    THE CHALLENGE

    Consumer behaviour was shifting across the Middle East and globally. Carrefour needed to reassess the relevance of its proposition against these changes—moving beyond a price-only stance to a broader, customer-value promise that could sustain leadership and growth.

    HOW WE WORKED

    We partnered with a research firm to map core behavioural shifts and motivations, identifying key shopper segments and their future trajectory. Using these insights, we developed brand propositions, tested them with Carrefour leadership and in market, refining based on evidence. With a direction set, we created design systems for store, communication and livery, piloted them in select locations, gathered feedback, and iterated. Final rollout was supported by comprehensive brand guidelines that captured the narrative for change and specified the system for consistent execution.

    THE SOLUTION

    A refreshed value proposition anchored in everyday value, not just price. We simplified the in-store experience so offers are easier to find and benefits are explicit, and introduced a direct, customer-first messaging framework applied across channels, stores and fleet, unifying visual language, signage and livery into one coherent system.

    OUR DELIVERABLES

    Market research & consumer insights
    Brand proposition development
    Messaging framework & visual language
    In-store & signage system
    Brand livery & rollout guidelines

    THE RESULT

    Carrefour shifted from a price-driven offer to a “more for you” promise, boosting customer engagement and reinforcing long-term market leadership.

  • Nomas

    Nomas

    Nomas

    Let life flow.

    ——

    PROJECT OVERVIEW  

    Create a brand for a residential development that was focussed on the lifestyle and not the buildings.

    ——

    WHAT WE DID  

    Generosity can be highly contagious. When we act kindly toward one person,
    that person is much more likely to be kinder toward others in the future.

    This starts a ripple effect of kindness. It starts as a single act, but then spreads outward affecting many more.
    Our acts of kindness don’t only affect the people we do nice things for,
    but many other people who we may never even come into contact with.

    Nomas creates the ripple effect in our society, where shared values,
    views and moments will lead to the fulfilment of the simplest of life’s pleasures. It is here that every conversation and interaction comes to life. .

    The name ‘nomas’ means contentment and amplitude. 

    ——

    PROJECT DELIVERABLES

    Brand positioning
    Brand strategy
    Design systems
    Brand identity
    Brand guidelines

  • DIFC FinTech Hive

    DIFC FinTech Hive

    DIFC Fintech Hive

    Imagine it forward

    ——

    Project overview

    The FinTech Hive brand was no longer representative of the business or the every shifting fintech industry. DIFC was also in the middle of re-evaluating its brand and creating a brand portfolio structure to leverage the success of each of the entities and create a platform for business growth and new customer acquisition.

    ——

    What we did

    We engaged with leading global start-ups to assess the current brand and refined the audience segments and positioning. The brand needed to speak to a much younger and more dynamic entrepreneurial audience. Additionally the start-ups were looking for a greater link to the credibility of the DIFC brand.

    ‘DIFC’ was added to the brand name and the new DIFC FinTech Hive identity used the corporate font and diamond graphic for instant recognition.

    The vibrant colour palette and dynamic angular visual language bought the brand to life  through animation in digital and social media channels, creating a dynamic and colourful brand that is represent of the Hive’s energy and agile approach to problem solving.

    ——

    PROJECT DELIVERABLES

    Insights
    Brand strategy
    Brand architecture
    Brand assets
    Design systems
    Brand communication
    Brand management

    ——

  • Royal Commission for Makkah City and Holy Sites (RCMC)

    Royal Commission for Makkah City and Holy Sites (RCMC)

    Royal Commission  for Makkah City and Holy Sites

    A renewed experience  

    THE CHALLENGE 

    In 2018, the Royal Commission for Makkah City and Holy Sites (RCMC) was established by the Kingdom of Saudi Arabia. Dragoman was appointed to create the identity, design systems and all brand assets. This was then approved at the highest level by HRH Salman bin Abdulaziz Al–Saud, Custodian of the Two Holy Mosques.   

    As a new brand and organisation, it was imperative for extensive brand guidelines to be created to ensure the consistent rollout of the brand, both internally and across external communications.  

    THE SOLUTION

    The guidelines introduced the brand strategy and showcased how to use the RCMC brand assets correctly and confidently. It also influenced how they speak as an organisation and will be used long term to assist in the development of their company culture.   

    The document includes all guidelines around the new brand identity, to ensure it is used with the utmost respect and always reproduced using the official artwork files.  

    The identity guidelines were supported by a unified set of brand assets and a colour palette that are distinctively RCMC. These allow the brand to visually express itself while staying coherent and considered.  

    Additionally, photography was used as the primary method of visual brand storytelling. The guidelines included a library of images that can be utilised across all types of communication.   

    These visual components were paired with the introduction of a dual language font, to reflects the brand’s ambition for clarity, legibility and accessibility.   

    The guidelines detailed the application of the brand across a broad range of internal elements and communication collateral, including stationery, employee welcome pack, staff apparel, livery, publications, website, digital advertising, social media and corporate office interiors.   

    Finally, the production specifications and paper stocks were rigorously selected. Highgrade proof testing, across digital and offset, was completed to ensure a premium reproduction of the colours and metallic finishes.   

    The first round of these guidelines are now complete and being introduced internally through a brand ambassador program. Further iterations will continue as we work with this long term client.

    PROJECT DELIVERABLES

    Insights and research
    Brand strategy

    Brand identity

    Design systems

    Brand guidelines

    Brand management


     

  • Majid Al Futtaim

    Majid Al Futtaim

    Majid Al Futtaim

    From brand management to brand value

    “Dragoman helped us to successfully take our new brand to market in a very tight time frame. Over the next few years Dragoman was contracted to offer us strategic brand and design support.

    Dragoman have helped us to evolve the brand inline with the business strategy, whilst at the same time creating design templates and guidelines to ensure that we can consistently take the brand to market and ensure our roll out is consistent.

    The brand audits that Dragoman perform on a yearly basis help us to track the success of brand adoption across the organisation which is a critical business metric.”

    AbdulMouhsen Almadani – Brand Strategy and Planning Senior Manager

    THE CHALLENGE

    Majid Al Futtaim (MAF), a leader in shopping malls, hotels, retail, and leisure across the Middle East, Africa, and Asia, needed a cohesive brand architecture to consolidate its vast portfolio under a single master brand while ensuring brand governance and consistency.

    HOW WE WORKED

    Dragoman collaborated closely with MAF’s brand team over five years, implementing a brand strategy, audit process, and brand management system. This included brand architecture, guidelines, environmental design, and an online brand management portal.

    THE SOLUTION

    Dragoman developed a structured brand framework, ensuring that all business units, sub-brands, and franchise operations aligned with MAF’s corporate identity. Additionally, an employee brand ambassador program was introduced to maintain internal engagement.

    OUR DELIVERABLES

    Brand architecture and governance

    Brand audit and management system

    Design systems and environmental branding

    Online brand management portal

    Employee brand ambassador program

    THE RESULTS

    The structured brand approach led to a strong, unified corporate identity across markets, ensuring brand equity retention and consistent brand messaging. The brand portal streamlined brand management, and the ambassador program strengthened internal adoption.

  • RedSea

    RedSea

    RedSea

    From product to purpose.

    THE CHALLENGE 

    Red Sea Farms needed a brand platform that would support their current success and market growth, but also allow them to transition to a brand that better reflected the cutting edge technology that they research, design and implement. Ultimately the new brand must support a rapid growth strategy so that they can achieve their admirable purpose to ‘Feed the World Sustainably’.   

    HOW WE WORKED  

    We worked with the company founders and leadership team to capture the essence of the company and ensure that whilst creating a brand that had a technology focus, that the core humanity of the brand would be retained.

    THE SOLUTION

    We captured the purpose of the brand and the existing culture in a new brand narrative and created a brand architecture that helped to structure the business to continue their current success and to leverage brand success for future sustainable growth opportunities. 
    The brand strategy and brand architecture was supported by a new brand identity and brand language for rollout across digital channels, investor communications and environments.

    PROJECT DELIVERABLES

    Brand positioning
    Brand strategy
    Brand architecture
    Brand story
    Brand identity
    Brand guidelines

    THE RESULT

    The successful repositioning to a technology company opened up opportunities to focus the business and shortly after the rebrand receive US$ 15m in funding.