Dragoman breakthrough brands

Location: Saudi Arabia

  • Royal Commission for Makkah City and Holy Sites (RCMC)

    Royal Commission for Makkah City and Holy Sites (RCMC)

    Royal Commission  for Makkah City and Holy Sites

    A renewed experience  

    THE CHALLENGE 

    In 2018, the Royal Commission for Makkah City and Holy Sites (RCMC) was established by the Kingdom of Saudi Arabia. Dragoman was appointed to create the identity, design systems and all brand assets. This was then approved at the highest level by HRH Salman bin Abdulaziz Al–Saud, Custodian of the Two Holy Mosques.   

    As a new brand and organisation, it was imperative for extensive brand guidelines to be created to ensure the consistent rollout of the brand, both internally and across external communications.  

    THE SOLUTION

    The guidelines introduced the brand strategy and showcased how to use the RCMC brand assets correctly and confidently. It also influenced how they speak as an organisation and will be used long term to assist in the development of their company culture.   

    The document includes all guidelines around the new brand identity, to ensure it is used with the utmost respect and always reproduced using the official artwork files.  

    The identity guidelines were supported by a unified set of brand assets and a colour palette that are distinctively RCMC. These allow the brand to visually express itself while staying coherent and considered.  

    Additionally, photography was used as the primary method of visual brand storytelling. The guidelines included a library of images that can be utilised across all types of communication.   

    These visual components were paired with the introduction of a dual language font, to reflects the brand’s ambition for clarity, legibility and accessibility.   

    The guidelines detailed the application of the brand across a broad range of internal elements and communication collateral, including stationery, employee welcome pack, staff apparel, livery, publications, website, digital advertising, social media and corporate office interiors.   

    Finally, the production specifications and paper stocks were rigorously selected. Highgrade proof testing, across digital and offset, was completed to ensure a premium reproduction of the colours and metallic finishes.   

    The first round of these guidelines are now complete and being introduced internally through a brand ambassador program. Further iterations will continue as we work with this long term client.

    PROJECT DELIVERABLES

    Insights and research
    Brand strategy

    Brand identity

    Design systems

    Brand guidelines

    Brand management


     

  • RedSea

    RedSea

    RedSea

    From product to purpose.

    THE CHALLENGE 

    Red Sea Farms needed a brand platform that would support their current success and market growth, but also allow them to transition to a brand that better reflected the cutting edge technology that they research, design and implement. Ultimately the new brand must support a rapid growth strategy so that they can achieve their admirable purpose to ‘Feed the World Sustainably’.   

    HOW WE WORKED  

    We worked with the company founders and leadership team to capture the essence of the company and ensure that whilst creating a brand that had a technology focus, that the core humanity of the brand would be retained.

    THE SOLUTION

    We captured the purpose of the brand and the existing culture in a new brand narrative and created a brand architecture that helped to structure the business to continue their current success and to leverage brand success for future sustainable growth opportunities. 
    The brand strategy and brand architecture was supported by a new brand identity and brand language for rollout across digital channels, investor communications and environments.

    PROJECT DELIVERABLES

    Brand positioning
    Brand strategy
    Brand architecture
    Brand story
    Brand identity
    Brand guidelines

    THE RESULT

    The successful repositioning to a technology company opened up opportunities to focus the business and shortly after the rebrand receive US$ 15m in funding.

  • 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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  • 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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