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
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
CAPSTONE PROPERTIES
OVERVIEW
Capstone properties is a joint venture partnership between ACC, one of the largest construction companies in the Middle East and Abu Dhabi Holding Group. They joined forces to enter the Real Estate market initially in the Middle East with a long term global vision.
CHALLENGE
Breathe’s approach was to create an entirely new typeface that would become the signature stamp for all future developments. By twisting a classic serif font, Breathe created an identity for Capstone that has confidence and elegance at the heart of its brand promise. Photography was styled to enhance Capstone as a lifestyle choice for the modern discerning consumer.
SOLUTION
With their current developments sold out off plan, Capstone are currently looking at the Far East and Europe to add their individual touch of elegance to their existing portfolio.
© Breathe Branding FZ LLC
