Dragoman breakthrough brands

Discipline: Brand strategy

  • 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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