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
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
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
