Ajman Free Zone
A continuous path to the future
THE CHALLENGE
Ajman Free Zone was undergoing a major redevelopment with the aim of becoming the key entity for attracting foreign investment to the Emirate of Ajman to drive prosperity and deliver happiness for its citizens.
HOW WE WORKED
As part of this redevelopment, the Free Zone engaged with Dragoman to create a renewed brand that would help drive the required business change whilst maintaining the values which the Free Zone was originally built and still operated on. Through a series of interviews, workshops and research into the industry, we developed key customer and market insights to lay a solid platform for the brand development and also feed into the finalisation of the business plan. This resulted in the development of a market challenging brand proposition that is supported by a brand strategy that captured the past and the future in a compelling narrative. A brand architecture frame work was also created to support the current and future target sectors and create a structure for the business verticals.
HOW WE WORKED
The new brand proposition required a bold, new visual identity that represents the vision and future of Ajman Free Zone. An identity that captured the legacy of the Free Zone and elevated the brand to stand proud in global markets. The new identity and supporting visual assets allows the brand to come to life across digital, print and environmental applications, engaging with customers across a multitude of touch points.
An internal campaign was created to instil a sense of pride within the Free Zone community. We produced a culture manual to support the culture change required to meet the new brand and business ambitions and conducted a series of workshops engagement activities and a social media campaign.
All the work culminated in an event for the brand reveal, which we collaborated on and developed a corporate video for.
PROJECT DELIVERABLES
Insights and research
Brand strategy
Brand architecture
Brand assets
Design systems
Brand guidelines
Brand engagement