Dragoman breakthrough brands

Industry: Industrial

Khalifa Industrial Zone Abu Dhabi

Khalifa Industrial Zone Abu Dhabi

Bringing global industrial business to Abu Dhabi

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PROJECT OVERVIEW

Khalifa Industrial Zone Abu Dhabi (KIZAD) plays an integral role in the economic diversification of the Emirate, as outlined by the Abu Dhabi 2030 Vision.

Matt Laubscher, the founder of Dragoman, was involved in the company’s conception. He played a consultancy role with the initial stakeholders in defining the brand proposition at the same time that the business strategy was being developed, creating a brand platform that the business could build from.

The project involved the full spectrum of brand development: brand strategy, brand identity, creation of all brand assets, guidelines, stationery, communication templates, launch campaign and the environmental design of their headquarters.

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WHAT WE DID

Over a three year period, Dragoman provided KIZAD with ongoing brand management services. This included aligning the brand strategy to the evolving business strategy, brand architecture, employee engagement campaign, partnership co-branding guidelines, marketing collateral, a digital sales toolkit with infographics, exhibition and roadshow designs and on-site signage.

In ever-changing market conditions, Dragoman helped KIZAD to utilise their brand as a strategic business tool, aligning tactical operational requirements with longer-term strategic ambitions to ultimately support business growth.

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PROJECT DELIVERABLES

Brand strategy
Brand identity
Brand assets
Environment design
Brand management
Infographics
Sales collateral
Internal engagement

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06.02.2020
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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06.01.2020
Kizad Launch campaign

Khalifa Industrial Zone Abu Dhabi – Brand Campaign

Tailoring key sales messages to unique global markets

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PROJECT OVERVIEW

Khalifa Industrial Zone Abu Dhabi (KIZAD) plays an integral role in the economic diversification of the Emirate as outlined by the Abu Dhabi 2030 Vision.

KIZAD needed a global brand campaign to take its business offer to 8 international markets. Dragoman was appointed to assist in communicating KIZAD’s bold business vision; ‘bringing global industrial business to the Abu Dhabi market’.

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WHAT WE DID

Dragoman developed an overall sales messaging matrix. This involved working with the business development, marketing and management teams to assess the different industrial sectors that they wanted to focus on in each global market i.e. promoting KIZAD to the steel industry in Germany and it’s 0% tax value proposition.

Each global market had tailored campaign creative, with its own unique key message and copy in the native language. The campaign ran across all digital channels and print, with Dragoman working alongside KIZAD’s media buying agency to execute the material roll out.

The campaign messages were a balance between informative and engaging. This allowed KIZAD’s key selling points to clearly be communicated across intelligently designed layouts and executions.

The impact of the campaign was considerable, generating quality leads for the business development team. The cost-per-acquisition for new tenants was the lowest on record, providing a new benchmark for marketing ROI at KIZAD.

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PROJECT DELIVERABLES

Advertising campaign
Campaign management
Key messaging

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06.02.2019
Ajman Free Zone

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

04.02.2019