ADCB Elevating a financial institution to represent more than just money Branding, Storytelling, User Experience The Brief ADCB (or Abu Dhabi Commercial Bank) had slipped to the third position in the UAE banks. For a larger market, that wouldn’t be a big deal, but in a small market like the United Arab Emirates, where there were five prominent local banks in the sector, this represented a huge loss in market share. Once known as a bank that understood it customers, and represented the diverse demographic of the United Arab Emirates, ADCB was quickly becoming just another financial institution. ADCB - Ambition Visualized Microsite (1) What better way to reach your customers, than through stories from real customers on how ADCB helped them realize their individual ambitions? ADCB - Creative Direction Removing money from the equation is no small feat for a bank. But with the Ambition Visualized campaign, we changed the narrative to how ADCB helps customers realise their ambitions ADCB - Placards Creating an individual narrative across each customer touchpoint, was a daunting task. But we achieved this across corporate banking, as well as consumer banking ADCB - Entrepreneur Stories One of the biggest challenges in UAE, was being an entrepreneur. Business capital was not easy to come by, but ADCB was one of the early banks that focused on startups ADCB - Real Estate The copy had to be common through all industries and customer touchpoints, starting with the painpoint, then leading to the resolution ADCB - Education Education is a very aspirational goal. Switching the narrative from funding the education, to earning the diploma as the achievement was the resolution ADCB - Youtube Advertisements We created a series of ads that were focused on the stories that we created. Focusing on the heroes and their stories ADCB - Stories Curation (1) We selected a series of individuals that represented the diversity of UAE, across both expats as well as Emiratis ADCB - Stories Curation (2) We selected a series of individuals that represented the diversity of UAE, across both expats as well as Emiratis ADCB - Ambition Visualized Microsite (2) Our microsite was created to be responsive and work on a multitude of devices ADCB - Stories Curation (3) We selected a series of individuals that represented the diversity of UAE, across both expats as well as Emiratis ADCB - Faisal To own a home is Faisal’s ambition. A home that can host a family wedding, enable a sense of place, and even be given as a gift. ADCB Mortgage Services can help make this happen. ADCB - Haneen Haneen’s vision for the future is rooted in her strong values and pride for her home. Her ambition to show the world everything she loves about the Middle East means she needs a bank that shares her same values. ADCB - Jassim When your ambition is to own not one, but several companies, you need a financial partner whose vision aligns with your own. Jassim’s dream to be a well-respected entrepreneur will be enhanced by ADCB’s experienced Business Banking client service teams. ADCB - Marco Like so many families in the UAE, Marco’s ambition is to offer his family security and stability through home ownership. ADCB Mortgage Services can help him provide his family with a place to plant deep roots, which will help them to grow and thrive into the future. ADCB - Meher Meher has big ambitions. Her dream is to take her fashion brand global and build a secure future for her family. ADCB’s breadth of Wealth Management solutions are perfect for people like Meher. ADCB - Nisreen To support her daughter’s dreams no matter where they take her – this is Nesrin’s ambition. Which she’ll be able to achieve with hard work and help from a financial institution where Free Banking is the norm. ADCB - Shabab Shahab’s ambition isn’t limited to one business – he aims to run several. Shahab dreams of working hard and making his family proud, one successful business at a time. From SME banking through to Business Banking, ADCB will help him achieve his goal. ADCB - Yousef As a teacher, Yousef understands how important education is to a bright and prosperous future. Which is why his ambition is for his students to be able to attend any school they wish. Education loans from ADCB can help set a student on the path to success. Your Ambitions, Our Inspiration Your Ambitions, Our Inspiration. طموحهم مصدر إلهامنا. A film made to put Emiratis in focus, as the key demographic empowering the Emirates into the future Our Solution Together with Solve Ideas, we saw an opportunity to evolve the brand messaging of the bank, and not correlate to the mundane financial promotions of its competitors. It's been said that the first step to realising an ambition is being able to see it in your mind. So, we invited people from around the UAE to close their eyes and visualise their biggest ambitions in life being realised. We believe the clearer you can picture where you want to go, the better we can showcase ADCB as the financial solutions partner to help you get there. With the ‘Ambition Visualized’ Campaign, we created a message that was a resounding success to its customers and elevated this financial institution beyond just money. The Results We struck an emotional chord with the bank’s customers and management, realigning its internal purposes and ambitions, but not only that, but we also enabled the following: Increase in trust led to 29% lift in new-to-bank customer relationships. Drove 23% increase in product acquisition. Brand saw significant growth across key attributes: +22% in “brand understands my needs” and +21% in “committed to my life stage needs”. Executed with a collection of agencies, including Solve Ideas, Saatchi & Saatchi Dubai, Start JG, Omnicom, and Persuade Productions, we collectively got them to be a MENA Effie finalist. < PREVIOUS PROJECT NEXT PROJECT > Home > Our Thoughts >

Merdeka Connecting Singapore with the stories that helped shape the nation. Storytelling The Brief In tribute to the Merdeka Generation, the MCI (Ministry of Communications and Information), invited us and MM2 Entertainment to come up with ideas of how to place them at the forefront. The Factory Girl A young girl in the 1970s is asked to leave school early and join the workforce, in order to help provide for her family. Just when she thinks her dreams are dashed, new opportunities present themselves. A Mother's Sacrifice A Merdeka Generation mother’s struggles to provide for her three children by selling home-made kueh, and unknowingly leaves a lasting influence on her young daughter. The Kampong A young man receives a helping hand from the kampong when his budding relationship with his girlfriend is put to the test by her father. The Soldier A young man on the verge of his NS enlistment is regaled by tales of courage and duty by his Merdeka Generation grandfather, who served in one of the earliest batches of National Service. Our Solution We decided to focus on a series of story films, depicting the lives of the Merdeka Generation Singaporeans born in the 1950s, who grew up amidst the uncertainty of the nation’s formative years. The films feature how they built up Singapore’s defence, supported the industrialisation, set up homes and raised families, as well as rallied communities together. Inspired by the lives and times of the Merdeka Generation, ‘The Merdeka Stories’ presents an anthology of short films directed by award-winning directors—Don Aravind, Martin Hong, Priscilla Ang Geck Geck, and Wee Li Lin—with local writer Jean Tay. These 3-min films look back at memorable experiences in Singapore’s yesteryear, and celebrate the contributions of the Merdeka Generation. The Results Each film features a different character including a National Servicemen, a mother raising a family while working from her own kitchen, a young factory girl who gave up her dreams of study to support her family, and a kampong of neighbors. This along with numerous press releases from both creative and other publications, this campaign got the desired visibility, recognition, and most importantly respect for this seemingly forgotten generation. This campaign was executed with a collection of agencies including Your Maker, M&C Saatchi and DDB Group < PREVIOUS PROJECT NEXT PROJECT > Home > Our Thoughts >

KeyReply How do you build trust in Conversational AI, before it became ubiquitous? Branding, User Experience The Brief KeyReply is an industry agnostic Conversational AI vendor focused on the healthcare space in Singapore. To automate a lot of the processes within the healthcare industry, KeyReply had carved out a niche for themselves within the healthcare industry. But they were known only in Singapore, and they needed to be recognized for their achievements internationally as well. KeyReply - Newspaper Ads Opting for a minimalist design, this draws focus to the hero of the advert, the text. KeyReply - Station Billboard Short poignant messages in a backdrop designed to capture attention KeyReply - Outdoor Signage Focus on the text, capture the message that we're trying to convey KeyReply - Note Book KeyReply - eBooks KeyReply - Brand Book KeyReply - Facemask KeyReply - Trade Exhibition Banners KeyReply - Website Design KeyReply - Motion & Sonic Identity (1) The Pop of Colour draws attention to a busy screen by gently shocking the user into attention, this is paired with a wonderful sonic identity KeyReply - Motion & Sonic Identity (2) The Highlight brings clarity to an important part of any message. KeyReply - Motion & Sonic Identity (3) The Cursor is the hero, you see it when your typing whether it is in the backend programming, or in the frontend, chatting with the chatbot KeyReply - Motion & Sonic Identity (4) This unique motion identity paired with the sonic identity is created for events, drawing focus to the speaker KeyReply - Motion & Sonic Identity (5) Initial version of the logo focused on text and natural language KeyReply - Motion & Sonic Identity (6) Final revision of the logo, used to denote KeyReplys movement into speech capture and recognition Out of gallery Our Solution We looked at their existing brand assets, conducted a rigorous competitive analysis with their leadership and marketing team, and one thing stood out. The way that Conversational AI took centerstage in all of their customer facing channels, including the chatbot, and the backend platform and the programming language that is used to build these foundational AI models, is the cursor and the text that comes after the cursor. Going back to the drawing board we took a very minimalistic approach, focusing on making the cursor, the act of typing, the text, highlights during selection and other actions the hero of the brand language. From static to moving, online to offline, we meticulously carved a brand identity, extended it with a supplementary motion identity, and finally merged it with a sonic identity. The sharp blue was selected to denote trust and reliability, with the light blue serving as a secondary colour for highlights and important parts of the text. Later during the project we updated the logo design to highlight the movement of KeyReply beyond just Conversational AI through text, inspired by the familiar Siri icon, we created a variation of KeyReply’s own signature icon, signifying its movement into speech capture and recognition. Along with the brand identity, we redesigned their current website, knowledgebase, backend and other digital assets to reflect the new brand identity. The Results Today KeyReply has partners internationally and is considered one of the first movers in the Conversational AI space. It has moved on to transform the healthcare environment, enabling healthcare providers to be more efficient and creating useful AI models on healthcare data, to provide the information doctors, nurses and operational staff need at their very fingertips. < PREVIOUS PROJECT NEXT PROJECT > Home > Our Thoughts >

Sole DXB Street wear, kicks, art and so much more, meet the new Dubai Branding, Experiential Marketing The Brief Dubai is known famously for a great many things, but street culture is not something people usually associate Dubai with. SoleDXB saw an opportunity to change that, and be the platform for all things street. Since 2015, SoleDXB has been growing in strides after strides, becoming larger and more popular with every year. Taking product design and brand marketing as the new frontier in compelling others to think differently, create distinctively and communicate effectively. SoleDXB aims to inspire and encourage growth within the design and progressive fashion sector in the region. SoleDXB - Entrance Signage Entrance Signage at d3 for the SoleDXB event SoleDXB - Event (13) Having begun life sneaker-focused, Sole DXB has grown into so much more – a melting pot of cultures where, just as the film highlights, tradition and luxury truly meet. SoleDXB - Event (12) Sole DXB, a regional lifestyle platform for footwear, fashion, culture, art and design located in Dubai, has taken the meaning of “custom court” to a whole new level. SoleDXB - Event (11) SoleDXB - Event (10) SoleDXB - Event (9) SoleDXB - Event (8) As the number one destination for the culture to come together annually, the event is home to the most avid sneakerheads hailing from all parts of the globe. SoleDXB - Event (7) Amongst some of the more immersive experiences for instance was the House of Jumpman Dubai, a space overlooking the Sole DXB basketball court. SoleDXB - Event (6) Sole DXB, known for its outside-the-box forward thinking and hip hop-oriented presence. SoleDXB - Event (5) Sole is a network where the passion for street wear and urban culture brings together a group of avid collectors, athletes, artists, bloggers, trendsetters and the brands themselves. The culture is an all-encompassing lifestyle. SoleDXB - Event (4) Basketball played a key part in event proceedings with the ‘Sole Ball Above All Classic’ tournament made up of teams from the region. SoleDXB - Event (3) SoleDXB - Event (2) Members use Sole as a platform to introduce emerging trends and generate fresh creative content. SoleDXB - Event (1) SoleDXB - Dubai’s definitive platform for urban culture and streetwear SoleDXB - Branding (1) SoleDXB - Branding (2) SoleDXB - Branding (3) SoleDXB - Branding (4) Sole DXB - 2016 (Highlights) Sole DXB is an annual footwear, music, art, and lifestyle festival that takes place in the Dubai Design District in Dubai, UAE. The festival was inaugurated in 2011, and its most recent iteration took place from December 7 to 9, 2019 Sole DXB - 2018 (Highlights) For three days this month (December 6-8), the glittering Dubai Design District (popularly called d3) became a mecca for those who worship streetwear and contemporary sneaker culture, as Sole DXB kicked off its seventh edition. Our Solution The global audience have become too familiar with the stereotypical ‘street-style’ – SoleDXB wanted to step out of the boundaries with this campaign and definitely add that Middle Eastern flair, offering a window into the cultural melting pot that is Dubai. We wanted to build and conceptualize a campaign that charged up potential consumers for the next SoleDXB event, not only from a content marketing perspective, but also from the sponsors views. The enthusiasm that was centric to the previous events, was just ready to get completely charged up. The Results Celebrating their fifth year in this the renowned ‘City of Gold’, Sole DXB was bigger and better than ever before, offering up a lethal dose of contemporary street culture, cut with distinctive Middle Eastern flair. Having begun life sneaker-focused, Sole DXB has grown into so much more – a melting pot of cultures where, just as the film highlights, tradition and luxury truly meet. This year the event gets even wilder, playing host to some of the biggest figures from across street industries, including key figures from music, sneaker and art scenes. As ever basketball played a key part in event proceedings, sponsored by Nike, the Sole Ball Above All Classic, an open winner-takes-all tournament made up of teams from the region. Great work cannot be created without a variety of different perspectives. Which is why we worked with a multitude of agencies for this including Lightblue, Blackrainbow, Dubai Design District and iconic streetwear brands like Nike, Puma, Adidas, Air Jordan, along with the "Godfather of Streetwear" Hiroshi Fujiwara, Pusha T, Jeff Staple and many, many more... < PREVIOUS PROJECT NEXT PROJECT > Home > Our Thoughts >

Tiger Beer Malaysia Why are we so afraid to follow our dreams? Storytelling, Experiential Marketing The Brief Tiger Beer, Malaysia’s No. 1 Beer1, wants to start a conversation about a pressing issue, yet not often spoken about, among Malaysians – why are we so afraid to follow our dreams? It is no secret that many people feel pressured into careers by the expectations of family and society, and financial concerns can stop us from taking a risk. However, with a recent survey showing that 70% of Malaysians weren’t happy in their current jobs2, is it time to awaken our courage? Tiger Beer - Street Food Festival (1) We worked with local partners on the ground to execute the Tiger Beer Food Festival, an experiental event that tied Tiger Beer to Street Food Tiger Beer - Street Food Festival (2) Here are some pictures from the Tiger Beer Food Festival Tiger Beer - Street Food Festival (3) More images from the Tiger Beer Street Food Festival Tiger Beer - Street Food Festival (4) Here are some images from the Tiger Beer Street Food Festival Tiger Beer - Street Food Festival (5) Associating the #Uncage campaign with Street Food. Tiger Beer - Street Food Festival (6) We used the heroes of the #AwakenyourCourage campaign in the Tiger Street Food Festival Tiger Beer - Street Food Festival (7) Some Images from the Street Food Festival Concerts Tiger Beer - Street Food Festival (8) Working with local partners on the ground, we created a set of engagements that enhanced the Street Food Festival Tiger Beer - Street Food Festival (9) Some pictures from the Tiger Beer - Street Food Festival Tiger Beer - Uncage - Awaken your Courage Afraid of following your passion? Don’t be. Everyone has a tiger inside, waiting to be uncaged. We just have to find it. Follow the stories of Im Cheah, Jun Chan, and Herukh Jethwani — our local heroes who found the courage to pursue their dreams. Out of gallery Our Solution With this in mind, Tiger Beer is seeking to inspire Malaysians to pursue their dreams with its Uncage campaign, by showcasing the stories of three local heroes who have challenged societal norms to pursue their passion. As food plays such an important role in Malaysian life, the three courageous individuals chosen have each pursued their passion for cooking in the face of other expectations. These uncaged heroes – Im Cheah, Jun Chan, and Herukh Jethwani - have challenged conventions and culinary expectations with their innovative dishes. Each has chosen to leave behind more traditional career paths in order to pursue their passion: Im, a former creative director at an advertising agency is now a full-time ‘baconist’, Jun’s love of soul food won out over his studies in Mechanical Engineering, while Herukh refused to play it safe, creating dishes which challenge everything you know about Indian cuisine. Their unique stories have been captured via a brand film launched today by Tiger Beer on their official website and social media platforms here. The Results “Courage lies at the heart of Tiger Beer’s identity. As a brand, we believe that everyone has a tiger inside – you just have to find it. We want to show how all it takes is a dream and the passion to follow what you love to create something extraordinary. We hope that through our Uncage platform, the real and honest experiences of our heroes can inspire Malaysians to cultivate their passion, whatever that may be, even if that means challenging what society expects of you.” said Pearly Lim, Marketing Manager of Tiger Beer Malaysia. Great work and ideas are fostered with the spirit of collaboration. This campaign was executed with a number of stellar partners including, Naga DDB, The Chariot, Ministry XR and Freeform < PREVIOUS PROJECT NEXT PROJECT > Home > Our Thoughts >

Mubadala Helping address some of the region's most pressing healthcare challenges User Experience, Product Design The Brief Mubadala is a pioneering global investor, deploying capital with integrity and ingenuity to accelerate economic growth for the long-term benefit of Abu Dhabi. As Abu Dhabi’s leading strategic investment company, Mubadala is active in 13 sectors and more than 30 countries around the world, creating lasting value for our shareholder, the Government of Abu Dhabi. Our work was focused on the healthcare division, along with others, and we were tasked with bringing life to the Healthcare division, by refocusing the website to cater to a wide variety of consumer needs, and to showcase Mubadala Healthcare as a force to be reckoned with. Mubadala - Internal Talent iPad Application (1) Mockup of the Mubadala Internal Recruitement iPad application. Mubadala - Internal Talent iPad Application (2) Different Screens of the Mubadala Internal Recruitement iPad application. Mubadala - Internal Talent iPad Application (5) Mubadala - Presentation (1) Mubadala is focused to enhancing the education of Emiratis throughout the UAE Mubadala - ADIPEC Exhibition Stand (6) VIP Waiting Area for the Mubadala ADIPEC Exhibition Stand Design & Build Mubadala - Presentation (2) Mubadala's focus always mirrors the UAE's goal, with a focus on its most valuable resource, it's people Mubdala - Corporate Signage (1) Mubadala - Presentation (3) Mubadala - ADIPEC Exhibition Stand (1) How do you describe and visualize the scale of Mubadala's ambitions. Through a larger than life stand that showcases its growth and reach. Mubadala - ADIPEC Exhibition Stand (2) Sections dedicated for the various Mubadala divisions, this one was setup for the Aerospace divison Mubdala - Brochure (1) Brand Book for Mubadala Mubadala - Internal Talent iPad Application (3) Mubadala - ADIPEC Exhibition Stand (5) Public Lounge for the Mubadala ADIPEC Exhibition Stand Design & Build Mubdala - Corporate Signage (2) Mubdala - Brochure (3) Mubdala - Brochure (2) Mubdala - Brochure (4) Mubadala - ADIPEC Exhibition Stand (3) Mubdala - Brochure (6) Mubadala - ADIPEC Exhibition Stand (4) Mubdala - National Day (2) Mubadala - Internal Talent iPad Application (6) Mubadala - Internal Talent iPad Application (14) Mubadala - Health Advertisement (2) Selling Mubadala Health's integrated facilities. "We have an expert for every part of you" Mubdala - National Day (1) Out of gallery Our Solution A single, responsive website, that easily enabled the customer to 'Find a Hospital', 'Find a Doctor', and 'Find a Treatment', across all of Mubadala's subsidiaries and partners. We designed the interface to serve both the customers and the key stakeholders within Mubadala Healthcare. The Results Appointment booking from the English website increased by 37% Whereas, appointment booking from the Arabic website increased overall by 48% Customers were coming in well informed, understanding the background of their doctors, and even referring doctors they felt suitable to their friends. Referral visits increased by 24% Website conversions through various points of the website, including well placed CTA (Call to Action) buttons, increased overall by 39% < PREVIOUS PROJECT NEXT PROJECT > Home > Our Thoughts >

Kite Beach How do you rebrand Dubai's Favorite Beach? Branding, User Experience, Experiential Marketing The Brief How do you rebrand Dubai's Favorite Beach? Kite Beach is never a dull place to visit because of fitness areas, dining options, a plethora for shopaholics, and a library for book-lovers, along with an Insta worthy location. So, whether you want to go for water sports or other pursuits following are some of the adrenaline rushing activities to get most of this spectacular kite surfers beach Kite Beach - Welcome Sign To keep in line with the fresh colourful identity, that we created for Kite Beach, we worked with local graffiti artists to design this funky welcome sign Kite Beach - Graffiti Working with local artists to develop graffiti and signage that mirrored the brand image of Kite Beach Kite Beach - Business Cards Kite Beach is a fun destination, filled will possibilities and events. To mirror that we used a combination of patterns and a rich colour palette to achieve this. Kite Beach - Flags Using the patterns as a part of the brand language, these flags are an integral part of the landscape of Kite Beach Kite Beach - Vinyl Prints Shacks and Shops used the patterns in various combinations throughout Kite Beach Kite Beach - Apparel We made sure to design all the customer touchpoints, including apparel and beach mat bags to represent the vivid colours of Kite Beach Kite Beach - Colours From the moment you entire Kite Beach, to the moment you leave Kite Beach you are inundated with the right colours and patterns associated with the brand identity Kite Beach - Corporate Identity As a destination, Kite Beach is associated with fun experiences, so we mirrored that in the corporate identity too Kite Beach - Kites Kite Beach was named due to the large amount of kites flying over the skies. Representative of Emirati culture, this is an important signifier Kite Beach - Business Cards (2) Through all touchpoints, we made sure to ensure that the identity was strong and easily recognizable, as the icon, Kite Beach is in a Dubai's daily life Out of gallery Our Solution When commissioned to design its brand identity, we wanted to exude the vibrancy of this destination and the multiplicity of flavours that one gets by spending a day there. The identity is based on a rich color palette and illustrations and typography superposed to create an animated backdrop for the scene. Strong graphic geometric lines reinforce the lively atmosphere. The Results Kite Beach since it was added to the portfolio of Meraas Holdings, has now become a defacto part of life in Dubai. Kite Beach features open stretches of soft white sand, vibrant sights and sounds, fitness areas, a beach library, and kids' activities, so all you have to do is sit back and relax. With water sport speculators available along the sand, you can rent equipment and test your skills against the emerald waters of the stunning Arabian Gulf. Afternoons are best for those who want to challenge the details, as that’s when the wind picks up and the waves follow suit. You must know that this beach is named “Kite” because people love to fly kites in the sky. Once you are there, you will find thousands of colours surfing in the sky, and they are not huge birds, but kites! And we reflected the experience of Kite Beach exquisitely in its updated brand identity. The brand identity was done in house, and promoted heavily by Carat MENA, Meeras' media agency of record. < PREVIOUS PROJECT NEXT PROJECT > Home > Our Thoughts >

Tiger Beer Mongolia Introducing a series of Silent Heroes who not only #UNCAGE but also contribute to society. Storytelling, Experiential Marketing The Brief Tiger Beer believes in the power of the arts, and the ability for it to create positive change in local communities, and ultimately, the world. Through this program, it was Tiger Beer's hope that they could uncage the next generation of creatives that are not only musically gifted, but looking to harness that talent for the greater good. Tiger Beer - Mongolia Event Activation (1) Tiger Beer - Photography (1) Tiger Beer - Photography (2) Tiger Beer - Photography (3) Tiger Beer - Photography (4) Tiger Beer - Photography (5) Tiger Beer - Photography (6) Tiger Beer - Photography (7) Tiger Beer - Enerel (Taste Maker) Tiger Beer - Enerel (Taste Maker) Tiger Beer - Bachka (Street Dancer) Tiger Beer - Bachka (Street Dancer) Tiger Beer - Abo (Tattoo Artist) Tiger Beer - Abo (Tattoo Artist) Our Solution The Tiger brand has introduced a series of SILENT HEROES who not only #UNCAGE or inspire #FREEDOM, but also contribute to society, in a Mongolian flavour. Mongolia has always been an oddity in the region, where political competition is free and where civil liberties are respected. While Mongolians were content to enjoy a high level of freedom in the Mongolian society, secretly cultural taboos like Tattoo artists and other rebels were yet ostracised, to a certain extent. We repurposed our Uncage campaign held in Asia to focus on the same storytelling format, but focusing on rebels with a cause in Mongolia. The winner of the program will be eligible to represent Mongolia at the International Festival. The Results Building on the brand’s rallying call to “uncage” bravery in pursuit of passion, this campaign demonstrates how far the impact of creative courage can go. Featuring an eclectic group of Uncaged Heroes from fields as diverse as technology, dance, fashion, music, art and food, Tiger Beer will inspire people to look beyond familiar faces and discover those who are truly shaping the future: proof that if you have the courage to pursue your passion, you can make a positive impact on the world. We worked with our local agency partner BTF in Ulaanbaatar and their local on the ground production team to execute the street campaigns and local productions Tiger Beer, Boldly inspiring people everywhere to uncage the tiger inside them since 1932. < PREVIOUS PROJECT NEXT PROJECT > Home > Our Thoughts >

Exploring the Unknown LEARN MORE Branding, Storytelling, User Experience Branding, Storytelling, User Experience Elevating a financial institution to represent more than just money Elevating a financial institution to represent more than just money LEARN MORE Branding, Product Design, Storytelling Branding, Product Design, Storytelling How do you embed the story of a city in over 100 million devices, reaching 180 countries around the world? How do you embed the story of a city in over 100 million devices, reaching 180 countries around the world? LEARN MORE Product Design Product Design Redesigning an insulin pen to look more like a personal accessory Redesigning an insulin pen to look more like a personal accessory LEARN MORE User Experience, Branding, Storytelling User Experience, Branding, Storytelling Refreshing the image for a made-to-measure menswear company Refreshing the image for a made-to-measure menswear company LEARN MORE Branding, User Experience Branding, User Experience How do you build trust in Conversational AI, before it became ubiquitous? How do you build trust in Conversational AI, before it became ubiquitous? LEARN MORE Branding, User Experience, Experiential Marketing Branding, User Experience, Experiential Marketing How do you rebrand Dubai's Favorite Beach? How do you rebrand Dubai's Favorite Beach? VIEW ALL PROJECTS Featured Projects Creating Chemistry, Weaving Narratives, Designing Tomorrow, its what we do with equal parts rigor and passion Campaign Management Experiential Marketing User Experience Storytelling Audio Branding Brand Identity Sarah Chung Jun 16, 2023 4 min UX: 'U' is for Users in and beyond the digital realm 46 1 1 like. Post not marked as liked 1 Gladwyn Lewis May 19, 2023 4 min Why Design Thinking is a Lifeline to our world 49 0 1 like. Post not marked as liked 1 Sarah Chung May 16, 2023 4 min New Age Social Media Marketing: TikTok or Instagram? 45 1 3 likes. Post not marked as liked 3 Gladwyn Lewis Mar 12, 2023 7 min Left Brain vs Right Brain Marketing 109 0 2 likes. Post not marked as liked 2 1 2 3 4 5 Be Seen, Heard & Understood We create Chemistry, between a brand and its humans. How? Through the below services...

LEARN MORE Branding, Storytelling, User Experience Branding, Storytelling, User Experience Elevating a financial institution to represent more than just money Elevating a financial institution to represent more than just money LEARN MORE Branding, Product Design, Storytelling Branding, Product Design, Storytelling How do you embed the story of a city in over 100 million devices, reaching 180 countries around the world? How do you embed the story of a city in over 100 million devices, reaching 180 countries around the world? LEARN MORE User Experience, Branding, Storytelling User Experience, Branding, Storytelling Refreshing the image for a made-to-measure menswear company Refreshing the image for a made-to-measure menswear company LEARN MORE Branding, Storytelling, User Experience Branding, Storytelling, User Experience Meraas, Dubai's best kept secret, that's no longer a secret anymore Meraas, Dubai's best kept secret, that's no longer a secret anymore LEARN MORE Storytelling Storytelling Connecting Singapore with the stories that helped shape the nation. Connecting Singapore with the stories that helped shape the nation. LEARN MORE Storytelling, Experiential Marketing Storytelling, Experiential Marketing Uncaging local talent whose approach to their craft serves a good cause. Uncaging local talent whose approach to their craft serves a good cause. LEARN MORE Storytelling, Experiential Marketing Storytelling, Experiential Marketing Why are we so afraid to follow our dreams? Why are we so afraid to follow our dreams? LEARN MORE Storytelling, Experiential Marketing Storytelling, Experiential Marketing Introducing a series of Silent Heroes who not only #UNCAGE but also contribute to society. Introducing a series of Silent Heroes who not only #UNCAGE but also contribute to society. Storytelling Case Studies Our Work Branding Storytelling User Experience Experiential Marketing Product Design Home > Our Work > Storytelling

Indochino Refreshing the image for a made-to-measure menswear company User Experience, Branding, Storytelling The Brief Indochino was founded by Kyle Vucko and Heikal Gani, two college friends from their time at the University of Victoria, Canada. It all started when Mr. Gani needed a suit for a conference, and as Mr. Vucko watched him struggle to find a fashionable, affordable, well-fitting business suit, the idea dawned on him to create a company that solved this problem. Indochino was born as an online made to measure outlet, that created quality suits for the younger consumer, needed to convert a bespoke service (mostly known as a brick-and-mortar retail service), to an online service. One of British Columbia’s hottest startups, they have now grown to become an established global menswear brand in bespoke made-to-measure menswear. Indochino - Website We designed a responsive website that worked across multiple touchpoints. Across the years, Indochino has had various iterations of this core website Indochino - Facebook Ads With these Facebook Ads, Indochino reached 64,000+ visitors, and converted at 17.40% Indochino - Retail Signage The brand identity, included a large set of creatives that we designed specifically to communicate the feel of an Indochino made-to-measure suit Indochino - Packaging The packaging was one of the most important touchpoints of customers, and we want them to feel like royalty. Indochino - Outdoor Ads Minimalistic yet bold, the ads were created with that very mindset Indochino - Newspaper Ads Indochino Newspaper Advertisements were created to mimic the in-store experience Indochino - Lookbook Made-to-measure suits are a comprehensive plethora of options. We created a lookbook to simplify this process for first time suit buyers. Indochino - Emailers Automated Emails were created to reflect every customer touchpoints. These were not only used for marketing purposes, but also for transactional purposes. Indochino - Retail Signage While various styles were used for the Retail Signage, they were always designed to be minimalistic and bold Indochino - Gift Cards The design of the Gift Cards, not only reflected the end product, but also helped the customer envision his upcoming experience at Indochino Indochino - Creative Direction Storytelling through real use of people (heroes), capturing their individual stories Indochino - Merchandise We designed the Merchandise to reflect the bold, minimalism of the Indochino brand Indochino - Magazine Ads Leveraging an environment to tell a story is the basis on how the photography and curation of the adverts, were executed Indochino - Corporate Stationery We made use of Graphic Devices, inspired by the craftsmanship of tailoring Indochino - #suityourselfie IndoChino's novel #suityourselfie hashtag that was trending in 2014 in Twitter and Instagram in the Vancouver and Toronto areas. Indochino - Modern Linen Collection Indochino's 2014, Modern Linen Collection for the Modern Man. Our Solution Intriguing as it was, we understood from the onset that it was a challenging task to convert a popularly known brick and mortar service to an online platform. For that we needed research, and extensive research at that, both to understand the processes involved and to build the platform. Working together with a local Canadian agency, Spark Strategy, that commissioned the market research, and the brand strategy, we went to town to understand how consumers would utilize the service. From there collaborating extensively with the in-house team, we designed a website through numerous initial iterations, with real feedback from users that fit the personas of potential customers of Indochino. The Results We delivered the website over a six month period of understanding the customer, and eventually handing it off to a local in-house delivery team for future iterations, including design and overall elements of concepts that fit into their future plans. Today Indochino has expanded into brick and mortar, operating a total of 14 stores in North America (including their flagship store in Times Square, NYC), alongwith their online store which is now serving customers globally. As the global leader in made-to-measure apparel, INDOCHINO has developed the shopping experience of the future. Born out of the belief that you don't need to spend a fortune on a custom wardrobe, INDOCHINO was the first company to disrupt the retail sector by making perfect-fitting, personalized apparel on a mass scale. Customers take on the role of designer, picking out every detail of their garments to make them truly one-of-a-kind. These are made to their precise measurements and shipped directly to their door, hassle-free. The company's omnichannel approach allows them to shop online or in person at any INDOCHINO showroom. < PREVIOUS PROJECT NEXT PROJECT > Home > Our Thoughts >

Dubai Tourism How do you embed the story of a city in over 100 million devices, reaching 180 countries around the world? Branding, Product Design, Storytelling The Brief How do you embed the story of a city in over 100 million devices, reaching 180 countries around the world? By creating a font that represents a city. Presenting Dubai Font. Dubai Font - Launch Video We are not all from the same culture, we don't always share the same opinions, but that's what makes us unique. The Dubai Font, uniting the world through self-expression. Dubai Font - The Making While several cities have invested in their own bespoke typefaces, what sets Dubai Font apart is its partnership with Microsoft and its free distribution for both public and government use. While many city typefaces have tourism or a utilitarian function at their heart, Dubai Font goes above and beyond this. It also becomes a typographic voice for the city’s population. Dubai Font - The Story The concept for Dubai Font was created in November 2015. The font, which was made in partnership with Microsoft, enables people to switch easily between the Arabic and Latin alphabets and is a tool that allows people across the four corners of the earth to express themselves easily. The spirit of Dubai and the vision to be a modern Arabic city while keeping its heritage alive is what inspired the font. Dubai Font Stories - Fabula Once upon a time, there was an artist named Darine who loved simplicity, & an artist named Saada who loved to stand out with bold statements & designs. Driven by the same passion, they founded Fabula to combine the bold statements with simple & elegant designs. Dubai Font Stories - Fahid The hardest things are not always the one difficult to achieve, sometimes they are the things we are brilliant at but others fail to see. Hamad and Fahid share their story of determination and being #Bold. Dubai Font Stories - Ibrahim Presenting the Arabic language & its beauty in a modern world can be challenging. Ibrahim Khamayseh takes the Arabic letters to new places with digital design and calligraphy work. To him, it is his responsibility to communicate the fluid beauty of the Arabic language Dubai Font Stories - Maisoon Al Saleh A story of a passionate individual who found the link between #Art, #Tradition, and #Heritage to bring forward visual tales of expression mapping a country and its values. Dubai Font Stories - Manaa A story of a passionate individual who found the link between #Art, #Tradition, and #Heritage to bring forward visual tales of expression mapping a country and its values. Out of gallery Our Solution Dubai Font is more than just a font. It is a brand for the city, representing its people and carrying its values. Simply known as Dubai, it was created to promote literacy and freedom of expression for all. The project was commissioned by His Highness Sheikh Hamdan and launched by the Executive Council of Dubai in partnership with Microsoft. Dubai is the first city in the world to have its own Microsoft Font. By officially launching the font on Microsoft Office 365, brand Dubai was embedded in 100 million+ devices globally and would be seen in millions of laptops, computers and mobile phones around the world. A collaboration between multiple agencies, turned the drop-down menu of font libraries into a medium to spread brand Dubai globally. The Results Dubai Font was designed by Dr. Nadine Chahine of Monotype. Drawing inspiration from traditional Arabic text and Dubai’s futuristic visage, she crafted a typeface that embodies the old and new, local and global. The font design creates a harmony between Latin and Arabic scripts – resulting in a new harmony between the two without sacrificing the authenticity of either. Dubai Font has been officially adopted and is used by businesses, newspapers, government institutions and citizens, and its story and launch was discussed worldwide. Working with a stellar team at Y&R Dubai, The Executive Council of Dubai, Mirum, MCS/Action, ASDA BCW and Hill + Knowlton, the campaign recorded a total reach of over 194 million with perceived ad value of over US$6.75 million. #ExpressYou recorded 44.42 million impressions in English and 94.48 million in Arabic; #DubaiFont gained 97.09 million impressions in English and 119.54 million in Arabic. Oh and it also won a Dubai Lynx 2018 award for Corporate Image and Sponsorship < PREVIOUS PROJECT NEXT PROJECT > Home > Our Thoughts >