COMMUNITY DEVELOPMENT AUTHORITY
OVERVIEW
The Community Development Authority is a government entity mandated with enhancing social development and national identity, as well as strengthening citizens and residents roles in the community. The organisation is responsible for setting up and developing frameworks for social development – aiming to attain the goals of the Dubai Strategic Plan 2015, declared in 2007 by H.H. Shiekh Mohammed Bi Rashid A Maktoum.
SOLUTION
Taking the newly developed brand and its guidelines, we were commissioned by the CDA to effectively communicate the organisation to the people of Dubai. In developing a warm and human brand implementation toolkit, we enabled the authority to break down barriers and converse on a simple and more emotive level. Also, an extensive photographic library was shot especially for the CDA, along with various other collateral as well as exhibition displays and environmental branding.
© Breathe Branding FZ LLC
JONQUILLE
OVERVIEW
Jonquille are a haute couture fashion house tailored to the more discerning female shopper. Their fusion of fabric, print and colours, together with a touch of western influence, has led Jonquille to become one of the major success stories for Arabic fashion.
CHALLENGE
As a newly focused luxury brand, we were invited to create a new and truly striking identity to reflect the avant-garde styles Jonquille produce.
SOLUTION
A distinctive marque and typeface were carefully constructed, supported by colours specifically chosen to endorse the brands position as an exclusive retailer.
Following the launch of the new brand identity, and the subsequent success of the flagship store in Dubai, Jonquille has since expanded, setting up retail outlets in both Bahrain and Saudi Arabia.
© Breathe Branding FZ LLC
DUBAI INTERNATIONAL CAPITAL
OVERVIEW
Dubai International Capital is a Dubai-based international investment company with a primary focus on private and public equity.
DIC was established in 2004 as a wholly owned subsidiary of Dubai Holding with the mandate to build an international portfolio of diverse business assets across a broad range of industries in North America, Europe, Asia-Pacific, and the Middle East and North Africa region (MENA). The company manages an international portfolio of diverse assets valued at USD 6 billion.
CHALLENGE
The challenge was to amend the company’s existing identity whilst maintaining the core colour palette.
We developed a new brand architecture to reflect its growth with the addition of four specialised investment divisions: Dubai International Private Equity; Dubai International Capital Global Equities; Dubai International Capital Emerging Markets; and Dubai International Capital Asset Management.
SOLUTION
We developed DIC’s brand identity on a core essence of “delivering value growth”. We introduced an extended corporate colour palette to delineate the individual divisions, with the objective of creating a more cohesive master/parent brand, with the flexibility to act as stand-alone sub-brands.
We created a coherent brand system that extended across numerous applications – corporate brochures, stationery, online – and provided the client with fully comprehensive brand guidelines.
© Breathe Branding FZ LLC
ABRAAJ CAPITAL
OVERVIEW
Headquartered in Dubai, Abraaj Capital is a premier investment firm specialising in private equity investments in the Middle East, North Africa and South Asia (MENASA) region. The company has more than 150 professionals representing 28 nationalities drawn from an extensive global pool of talent.
Abraaj Capital own an incredibly diverse portfolio of businesses ranging from banks to supermarkets, from ship manufacturers to airlines, from hospitals to schools and from process manufacturing plants to high street retail outlets.
CHALLENGE
Our challenge was to revitalise the company’s existing visual identity to form a more unifying brand language and to assert a stronger sense of stability and confidence.
We were asked to develop a new brand system that would reflect character the ability to act as a long-term partner for their clients and a conviction to embark on new opportunities.
SOLUTION
Abraaj Capital, commissioned us to create a brand identity and communications platform to better reflect the innovative and dynamic nature of their financial services, and to clearly distinguish them as pioneers in their field. The Abraaj brand is built on two unifying concepts: reliability and transparency to investors.
The new look and feel is an extension of the brand identity and uses a dynamic grid, with intense blue overlays.
Today, we continue to work with Abraaj as the brand continues to be communicated across all touch-points.
© Breathe Branding FZ LLC
FORCE 10 GROUP
OVERVIEW
Founded in 1993, the Force 10 Group provide a range of services that span the construction and manufacturing value chain. The organisation comprises of five divisions, each sharing a goal to provide the best quality services, construction, building system manufacturing sectors and products in the real estate.
CHALLENGE
Following a period of rapid, organic growth, we were asked to provide a solution that would rationalise their offering internally, whilst helping to position and clearly communicate their offer externally to an increasing number of key audiences and defined stakeholder groups.
SOLUTION
The result: A strongly identifiable brandmark and derivative solution that works across all business units. As part of our ongoing commitment to the successful roll-out of the brand, we created incredibly robust and thorough guidelines – providing tools, templates and applications to help guide the family of brand identities through continued group expansion.
© Breathe Branding FZ LLC
