NETJETS MIDDLE EAST

OVERVIEW

Formerly Executive Jet Aviation, Netjets was founded in 1964 as one of the first private business jet charter and aircraft management companies.

By definition, NetJets created the concept of fractional jet ownership and has, since conception and launch of the programme, provided individuals, corporations and governments with all the benefits of whole aircraft ownership, but at a fraction of the cost. NetJets offers its customers the convenience, access, and time advantages of flying point to point in private jets.

CHALLENGE

With subsidiaries in the United States and Europe, NetJets needed a tailored approach to ensure their brand was geared for launch in the Middle East.

As a result, NetJets Middle East, a provider for flights in the Middle East based in Jeddah, Saudi Arabia, was created. With NetJets providing the franchisee with an inherited brand identity system and architecture, we were asked to adapt, evolve and invigorate the system for the Middle East market.

SOLUTION

Utilising the inherited qualities of the brand, we created a new bespoke image library and colour palette. This was then woven into the existing brand fabric to ensure NetJets was sympathetically adapted for the region’s target audience.

The effective use of rich, emotive and aspirational imagery has since brought the Middle East brand to life – raising the profile of the brand and attracting new customers that otherwise might not have been attainable.

Today, NetJets ME continues to thrive, recently launching a new customer loyalty initiative, coinciding with a confirmed order of  32 new private jets.

© Breathe Branding FZ LLC

FREEJ.AE

OVERVIEW

Premiering annually during Ramadan, and running weekly, the animated television show Freej is enjoyed by millions of families throughout the Middle East. The family show is the brainchild of producer/director Mohammed Saeed Harib and has acclaimed excellent raves from both the audience and media, and has become a household name since its first release, in 2006.

CHALLENGE

Now in its third year, Freej is an established part of our television culture and as such, Lammtara turned to Breathe for a website that would help reflect the shows new found maturity.

SOLUTION

Freej.ae was launched on September 1st 2008. Since then, the site has seen a continual increase in site traffic, increasing 120% per month during the height of the season. The site has been so successful that, in 2009, Breathe won Interactive Gold at the Dubai Lynx Advertising Awards – an accolade and achievement our creative team are particularly proud of.

© Breathe Branding FZ LLC

THINKWISE / ICC

OVERVIEW

The International Cricket Council are the international governing body for cricket. THINK WISE, is a global AIDS initiative that was established to use the power of cricket to help tackle key issues around HIV and AIDS. A lack of education and awareness about HIV, as well as the potential stigma and discrimination associated with HIV and AIDS can lead to increased vulnerability to HIV infection.

The ICC has been working with its partners, UNAIDS, UNICEF and the Global Media AIDS Initiative (GMAI) over a number of years to help tackle these issues and encourage healthy decision making by children and young adults.

CHALLENGE

Breathe were commissioned by the International Cricket Council (ICC), to develop a top-line strategy, naming and brand identity programme for THINK WISE – a global partnership initiative between the International Cricket Council (ICC), UNAIDS, UNICEF and the Global Media AIDS Initiative (GMAI).

SOLUTION

The initiative utilises the role that sport plays in helping to bring people together to tackle key issues and encourage social change. The identity cleverly integrates the HIV acronym to continually reinforce the message behind the initiative. Focusing on the objectives of the programme, to raise awareness and understanding, across a diverse global audience, Breathe developed a simple and engaging, instantly recognisable visual language – capturing the very essence of the brand.

THINK WISE was launched at this year’s ICC World Twenty20 cricket tournament in London, with 2009 also marking ICC’s Centenary.

© Breathe Branding FZ LLC