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| Client: QTEL |
| Project: "Triple
Play" branding - an integrated 3 in 1 electronic entertainment
package. |
Brief:
Name and branding for new web based multi digital service where users get telephony, audio/video and high speed internet. The vision for the service is to become a default entertainment choice in the local market, to position high first then move to massive distribution. |
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Challenges:
Create a young, hip entertainment brand generated by a mother brand which is percieved as serious and traditional. Target the early adopters which were once lost to other cable TV service providers. |
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Solution:
We gave the new service the name Mozaic, a memorable and visually proactive name and a brand concept with built-in capability to adopt an endless number of product extentions that can be easily refreshed, upgraded or discontinued. At Activation phase, we engaged tools to tackle the different levels of entertainment consumers. |
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| Client: QATAR AIRWAYS |
| Project: Qatar Aircraft Catering Company (QACC) Identity. |
Brief:
QACC, the catering services division of Qatar Airways, provides 5 star catering services and intends to extend them to the domestic market. The identity had to be associated with the Oryx icon and a set of unique colors defined in advance. |
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Challenges:
Create identity of a service provider which indirectly contributes to the Qatar Airways overall 5 star experience, while preserving its integrity as a separate entity. |
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Solution:
We recognized that passengers will encounter QACC identity
on many instances (boarding the plane, collateral, signage),
but the experience of its main value offering will be inseparable
from the overall flight experience of Qatar Airways. Our development
of the brand also took into consideration the need for QACC
to be recognized as a 5 star catering services provider in
the domestic market.
ADabisc provided 3 brand options based on the client’s
brief and created a fourth option supporting the above thinking,
which focused on the 5 stars aspect. Our solution was selected
from among 80 different options submitted by various agencies. |
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| Client: SALAM STORES |
| Project: Reinventing
Salam’s Retail Concept. |
Brief:
Revitalize the Salam brand, which was perceived as out-of-date, sluggish and uninteresting. |
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Challenges:
The controversy between the ‘out of date’ perception and the brand’s legacy of 50 years, which is one of its main assets.
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Solution:
We applied our branding process: Insight – Vision –
Materialization – Activation - Stewardship (still in process),
working closely with Salam Store’s senior management,
retail consultants and interior architects. We analyzed leading
international department store brands and the local and regional
competition and devised a strategy repositioning Salam Stores
as an experiential brand, with broader appeal, catering to international
taste. |
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