Dragoman breakthrough brands

Discipline: Market insights

  • 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 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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