Dragoman breakthrough brands

Discipline: Brand assets

  • Dubai Financial Markets

    Dubai Financial Markets

    Dubai Financial Markets

    From regional exchange to global entry to capital.

    “We worked with Dragoman team to reposition the DFM brand including our tone of voice and creating the full branding pack. The team are talented and great listeners, they took the feedback and produced high-quality work, and delivered what we had in mind for the brand. They are professionals that we will continue to work with.”

    Fatma Al Hammadi – Head of Marketing

    THE CHALLENGE

    Refresh the existing brand to position DFM as the leading entry point for capital markets in the MEASA region and elevate global recognition—shifting perception from a regional exchange to a gateway for accessing capital worldwide.

    HOW WE WORKED

    We clarified the brand proposition and refined the brandmark, then built a visual language that is modern, sophisticated and flexible. The system was designed to communicate DFM’s role in enabling listed organisations to access capital, accelerate growth and scale.

    THE SOLUTION

    A minimalist, engaging design system that adapts across platforms while remaining precise and intelligent. The visual language reflects the diversity of sectors listed on DFM and scales from data-led communications to investor-facing narratives—consistent, recognisable, and easy to deploy.

    OUR DELIVERABLES

    Brand positioning
    Brandmark refinement
    Visual language system
    Brand guidelines

    THE RESULTS

    A sharper, more global DFM brand that reinforces leadership in MEASA and strengthens appeal to international issuers and investors.

  • Sharrai

    Sharrai

    Sharrai

    Designing an intuitive online experience

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    PROJECT OVERVIEW  

    Sharrai was established to support the growing Sharjah automotive industry. Its goal is to transform the local used car industry and create a competitive environment for both buyers and sellers. The Sharrai online platform offers a digital used car showroom and to deliver a complete auto experience.

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    WHAT WE DID  

    Dragoman was initially asked to create a revised brand identity and visual language for their digital platform and its communications.

    However, after workshops with key stakeholders, the creative team was asked to redesign the user interface and components of the user experience across their website and app. Their current customer journey didn’t fulfil the business’s vision or address customer needs.

    Dragoman’s recommended UX was intuitive and user-friendly, offering a seamless browsing and shopping experience. Tailored customer journeys were designed for both desktop and the app, to better suit user habits on each device.

    The final brand assets were rolled out across communication campaigns, outdoor advertising and all digital assets.

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    PROJECT DELIVERABLES

    Market insights
    Brand identity
    Brand assets
    UX
    Digital assets
    Website

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  • Abdul Latif Jameel Land — J One

    Abdul Latif Jameel Land — J One

    Abdul Latif Jameel Land

    J One: Uncomplicated urban chic

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    PROJECT OVERVIEW

    Abdul Latif Jameel Land were in the process of planning their first residential development in Jeddah, Saudi Arabia. Abdul Latif Jameel Land approached Dragoman to develop the name, branding and endorsement system to the corporate brand.  

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    What we did

    This was the first time that Abdul Latif Jameel Land had developed a project outside of their corporate portfolio and as such the link between the corporate brand and the project brand needed to be carefully considered. This was also not to be the last residential project and as such consideration needed to be given to this project being the first in a portfolio of developments. We reviewed the evolving business strategy and assessed the market to identify the brand opportunity. We developed a naming system that signalled this historic first step for the organisation, but also supported a future expanding portfolio.

    The development was looking to appeal to a range of audiences, from locals to Western expats and as such the brand needed to have a universal appeal whilst conveying the affluence and consideration to design and planning. The name J One was selected and a brand mark and visual language was developed that set the tone for the aspirations of the development and its future tenants. We also developed an endorsement system that clearly identified Abdul Latif Jameel Land as the developer through visual association and also through and endorsement line ‘The premier residential development by Abdul Latif Jameel Land’. A set of key messaging provided a communication platform to take the brand to market.

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    PROJECT DELIVERABLES

    Insights and research
    Brand strategy
    Naming
    Brand architecture
    Brand assets
    Design systems
    Brand guidelines

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  • Dubai Design District (d3)

    Dubai Design District (d3)

    Dubai Design District 

    Design transforms our world

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    Project overview

    Dubai Design District (d3) is a community built in Dubai to house the top local and international design brands as well as foster local talent. d3 also plays a key role in supporting the vision of Dubai to the development of a knowledge based economy. A bold vision with many people invested in its creation and success. And being designers ourselves, we were as excited as anyone to help build this regional and global brand.

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    What we did

    Our first role was to engage with all stakeholders in interviews and workshops; management, local and global partners, tenants and the broader design and art community. It was evident that everyone was passionate about the project and its possibilities, even if their interpretations of the project were not always aligned. The trick would be to use the brand as a platform to focus this passion. We ring fenced the key themes that would help to build a single compelling narrative that was both true to the essence of design and that also captured d3’s unique proposition. This was documented in a brand manifesto and formed the basis for the brand strategy and the design systems and visual language development.

    True to the essence of design, the brand language was developed on a grid system which not only supported all design systems from print to digital to environment, but that also became the visual representation of the brand. Working with the idea that d3 is a platform for creative thinkers to prosper, the grid system manifested itself visually through simple (square or diamond) shapes. The use of only black and white for the brand created not only a powerfully simple and recognisable visual language, but in the spirt of d3, allowed the colours and diversity of the community to be the hero. The use of black and white also drew its influence from local dress and culture.

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    PROJECT DELIVERABLES

    Insights and research
    Brand strategy
    Brand architecture
    Naming
    Brand assets
    Design systems
    Environment design
    Brand guidelines

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  • Al Forsan Village

    Al Forsan Village

    Al Forsan Village

    Activating a vibrant community 

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    PROJECT OVERVIEW

    The area surrounding the Al Forsan International Sports Resort (AFISR) was masterplanned to create a new and vibrant community in Abu Dhabi. This was also the first development of the newly formed Al Forsan Real Estate.

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    What we did

    To establish a new development brand in a crowded real estate market, we used the aspect of sport and its broader impact on a community as one of the key factors for the brand proposition. The impact that the development would have on the surrounding area and its community was also an inspiration, not only for the brand but also eventually the corporate development brand. The brand proposition, the fabric of the community, became the inspiration for a vivid brand. The various components of the development were brought to life through a tapestry of iconography and colour that conveyed a sense of excitement and created and engaging visual narrative that transcends nationalities and cultures to create a connected and vibrant community.

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    PROJECT DELIVERABLES

    Insights and research
    Brand strategy
    Brand architecture
    Brand assets
    Design systems
    Brand guidelines

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  • Dubai Economy

    Dubai Economy

    Dubai Economy

    Capturing the entity’s broader purpose

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    PROJECT OVERVIEW

    The Dubai Economic Department was on the verge of their 25th anniversary. There was also a broader strategy by the Government of Dubai to further focus government entities and agencies around consumers and hence several DED services had been upgraded or replaced and most now existed in digital channels. The market facing brand was to be changed to Dubai Economy. The DED needed a new brand to reflect all the positive changes.

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    WHAT WE DID

    The new name, Dubai Economy, was a fundamental shift in the agencies strategy to be more customer focused and shift to a private entity mind set. The name also signified the broader purpose of the DED and the role it plays in structural transformation across all aspects of the economy.

    We started by exploring the evolution of the brand to set the future state of the brand. We were conscience to retain the heritage of the last 25 years and equity that the DED had built to date. Each of the DED agencies, FDI, SME and Trade and Export had developed their own brand and whilst individually they are very successful, there was an opportunity with the name change and the 25th anniversary to align the agencies under one brand and represent the singular vision for a diversified economy.

    The DED and the agencies had also recently been very active in creating new services or updating old services and in their haste to get these new services to market had created a products and services portfolio that was difficult to manage and required significant resources and budget.

    Taking all of these key factors into account we proposed an evolved brand identity for the Dubai Economy brand and created a visual system for the agencies that clearly aligned FDI, SME and Trade and Logistics to Dubai Economy. We also reviewed the brand architecture and the products and services portfolio, creating a future map that defined the approach to each category and the link to the Dubai Economy or agency brand. Through this process we consolidated the portfolio considerably, removing nearly 20 brands and rather providing these services and initiatives with a branded or endorsed system that ensured that all activities were building equity in the Dubai Economy brand.    

    We worked with the client team to internalise and validate the new approach through a series of presentations and workshop with the senior management of the DED and the CEO’s of each of its agencies. Once the future brand direction was agreed we extended the new brand identity across multiple digital and real-world touch points, creating a comprehensive set of brand guidelines for Dubai Economy, FDI, SME and Trade and Export.

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    PROJECT DELIVERABLES

    Insights
    Brand strategy
    Brand architecture
    Brand assets
    Design systems
    Environment design
    Brand guidelines

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  • Al Jalila Children’s Specialty Hospital

    Al Jalila Children’s Specialty Hospital

    Al Jalila Children’s Specialty Hospital

    Where a child can be a child

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    PROJECT OVERVIEW  

    Named after the youngest daughter of His Highness Sheikh Mohammed Bin Rashed Al Maktoum, Al Jalila Children’s Specialty Hospital is the first branded hospital in the region that specialises in advanced care for children.

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    WHAT WE DID  

    Dubai Health Authority had a strong vision and clear brand proposition for the hospital from day one.

    The Al Jalila Children’s brand is a symbol of hope and care for families. The brand mission was to ensure that kids continue to smile and feel like they are at a safe place, even in difficult times.

    Dragoman was appointed to give ‘the region’s first childhood speciality hospital’ a joyful brand personality and bring the essence of the brand to life. Dragoman consulted with a diverse team of hospital staff, from all specialities, to ascertain how Al Jalila would be distinct and to ensure it was comparable to leading hospitals internationally.

    The development of the hospital’s brand identity needed to visually be inspired by the Al Jalila Foundation, yet have its own unique feel tailored to its audience. The visual language and iconography were designed around the idea of ‘child’s play’, creating an approachable, warm environment and reflecting the caring attitude of the hospital’s caregivers.

    The brand needed to engage with children at every touchpoint. Something as simple as a doctor’s name badge was designed with two sides: one official and the other a cheerful first name introduction to the patient.

    Dragoman also worked on the directional signage and wayfinding which included environmental graphics to differentiate the hospital zones and create an approachable ambience. This created a coherent wayfinding system and a connected patient journey.

    The Al Jalila Children Specialty Hospital is not just a place where sick kids get treated by world-class medical practitioners, but it always remains a place where a child can remain a child.

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    PROJECT DELIVERABLES

    Brand strategy
    Brand assets
    Brand identity
    Design systems
    Brand guidelines
    Environmental design

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  • Al Forsan Real Estate

    Al Forsan Real Estate

    Al Forsan Real Estate

    Building communities that enrich lives

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    PROJECT OVERVIEW  

    Al Forsan Real Estate is the holding entity for Al Forsan Village, a vibrant residential community in Abu Dhabi.

    In the UAE, there is very little differentiation between property developers, as they all communicate the same brand proposition around quality, green spaces and sustainability. The congested market allowed Al Forsan Real Estate to create a unique brand and market proposition.

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    WHAT WE DID  

    Dragoman reviewed the company’s existing brand architecture and assessed the business’s components, to ensure that the new brand could house a future growing portfolio of real estate communities.

    Dragoman’s recommended brand proposition focused on Al Forsan Real Estate’s positive impact beyond their communities and into the surrounding neighbourhoods. In essence, positioning them as the master-developer that create ‘active communities that enhance the fabric of society’.

    The name Al Forsan (means knight in Arabic) and the company’s dynamic approach to development inspired the brand’s identity and visual style. Dragoman created the brand identity and the suite of brand assets, including the corporate stationery, company profile and digital assets. The design elements allowed Al Forsan Real Estate to have a strong presence at the upcoming Abu Dhabi real estate trade show.

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    PROJECT DELIVERABLES

    Brand strategy
    Brand proposition
    Brand architecture
    Brand identity
    Brand assets

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  • Majid Al Futtaim

    Majid Al Futtaim

    Majid Al Futtaim

    From brand management to brand value

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    Project overview

    Majid Al Futtaim is the leading shopping mall, hotel, retail and leisure pioneer across the Middle East, Africa and Asia. It is one of the United Arab Emirates’ most respected and successful businesses, spanning 15 international markets and employing more than 43,000 people.

    Dragoman has worked with Majid Al Futtaim’s brand team for nearly 5 years and is involved in the full spectrum of brand activity, from launch of the new brand through to the ongoing management of the brand. At the end of 2014, a new Majid Al Futtaim brand strategy provided a branding solution for the entire brand portfolio, consolidating it under one master brand.

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    What we did

    Brand Launch & Guidelines

    Dragoman was appointed to define the brand architecture, design system and brand guidelines for the launch of the brand at the end of 2014. We worked with the management team and the launch team as the lead agency on a brand council, liaising with several communication, PR and digital agencies, production companies and printers. The brand was launched to much fan fair, signalling the new intent of the organisation and starting a remarkable branding journey which we are proud to still be part of today.

    Brand Architecture

    Dragoman created the structures and endorsement systems for the business portfolio, breaking it down into relevant categories that could be referenced for future brand development or acquisition. Defining the relationship between each category allowed us to ensure that brand equity was always transferred towards the masterbrand. Ernst & Young was then appointed to test the equity link between each brand in market. Dragoman went on to complete the products & services brand architecture, outlining what elements required a separate brand and subsequently assist in defining the level of investment required todevelop it. A self-guided decision tree allowed Majid Al Futtaimstaff members to take themselves through the questionnaire to determine the correct outcome.

    The brand architecture continues to evolve as the business grows and Dragoman reflects these changes in ongoing iterations.

    Brand Management

    Post the launch of the brand, Dragoman was appointed as the lead agency for Majid Al Futtaim’s ongoing corporate brand management. We designed all touch points from stationery items to environmental branding. We ensured the brand guidelines remained updated as the organisation grew and the brand needed to extend across new business’s or new activations. We also deployed several strategic initiatives across the organisation to support the management and rollout of the brand. These included a brand management portal where all employs and partners could access information and digital assets related to the brand and the creation of a brand ambassador program.

    Brand Audit

    The brand audit forms one part of the broader brand management services that Dragoman provide Majid Al Futtaim. The brand audit provide senior management with quantifiable year-on-year statistics of the organisation corporate brand compliance. (click here to read more)

    Brand Portal

    Dragoman designed and built an online brand management portal to house all corporate brand guidelines and assets essential to the rollout and management of the Majid Al Futtaim brand.

    Brand Ambassador Program

    It was critical to Majid Al Futtaim that the brand was effectively delivered in the market by their staff, as they are the primary interaction point with customers and partners. Dragoman designed a brand ambassador program that identified key employees to act as champions of the brand across the organisation. The program reduces the stress on the corporate branding team and introduces the importance of brand across the organisation with the ultimate goal of achieving brand consistency across the organisation and empowering departments and business units to make the right brand decisions.

    We provided the ambassadors with toolkits to use in their departments or business and set out a schedule of reviews with the ambassadors to feed information back into the Majid Al Futtaim brand team that helped to assess the current mechanisms for brand rollout, identify best practice and any required updates to the guidelines.

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    PROJECT DELIVERABLES

    Insights and research
    Brand strategy
    Brand architecture
    Brand assets
    Design systems
    Environment design
    Brand guidelines
    Brand engagement
    Brand portal
    Brand audit

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