Dragoman breakthrough brands

Discipline: Brand guidelines

  • Majid Al Futtaim — Brand Audits

    Majid Al Futtaim — Brand Audits

    Majid Al Futtaim — Brand Audits

    Quantifying brand compliance across the organisation

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    Project overview

    Post the launch of the brand there was continued investment in the brand to ensure its effective rollout across all business units. With an ever increasing drive for brand consistency across the organisation, it was time to see how effectively the new corporate brand was being implemented.

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    What we did

    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.

    Dragoman worked with the brand and marketing department to design a brand audit and reporting process. The brand audit process sets out the mechanism, the scoring criteria and the reporting format. The collation of branding samples is done by Dragoman and the internal audit team. A report is then generated for each site or department that provides the brand and marketing team with quantifiable. The final audit report defines brand compliance across the organisations, helping management to assess key criteria such as the success of strategic brand initiates, employee and department capabilities and brand guidelines relevance and usability. Any practical implementation issues with the brand roll-out were identified, along with anything affected by changes in the business strategy, and the results are updated in the evolving brand guidelines. The brand guidelines are accessible to all employees and partners through the brand portal.

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    PROJECT DELIVERABLES

    Design systems
    Brand guidelines
    Brand engagement
    Brand portal
    Brand audit

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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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