elephantation branding profile 2016

"IMAGINE A NATION LED BYNOT THE MOST POWERFUL,BUT THE MOST CREATIVE.IMAGINE ELEPHANT NATION"

[email protected] [email protected] Tel: 800 ELEPHANTBranding Portfolio 2016

1. Introduction to Elephant2. Insane Branding Work

CONTENT

1.INTRODUCTION

TO ELEPHANT

We are on our feet. Always.Popular assumption is that elephants sleep standing up.

Creative elephants, on the other hand, think, create, do, dream standing up.We are always on our feet exploring, innovating, adapting.

ABOUT

We come in all shapes and sizes.We are a bunch of creative enthusiasts from around the world

who are hungry for innovation, new design experiences and intelligence.

TEAM

JORDAN

LIBYA

PHILIPPINES

GERMANY

UKUS

KAZAKHSTAN

UZBEKISTAN

EGYPT

INDIA

ITALYIRA�

PAKISTAN

ARGENTINA

SERVICESElephants never forget.

Once you meet us and tell us what you want we will hold a store of socialknowledge that we can scarcely do without. So that the next time you meet us,

we will tell you what you want.

Branding &Advertising

DesignSolutions

TechnologySolutions

DigitalMarketing

CLIENTSElephants are social. They have lots of friends.

Join the herd on a journey that takes your brand andyour brand presence to new digital horizons.

2.INSANE

BRANDINGWORK

BRANDING THE WORLD’S MOST INNOVATIVE CITY

Dubai is a city in a constant state of change. Challenging norms. Creating firsts. A natural habitat for cranes (machines) and expatriates. That’s why, it came as no surprise when we discovered Dubai was on it’s way to become the world’s most innovative city with an Innovation Strategy involving 20 initiatives in 10 sectors of Renewable Energy, Transport, Education, Health, Technology, Water & Space, Hospitality, Economy, Tourism and Government Services.

Dubai 10.Inspired by His Highness Shaikh Mohammad Bin Rashid Al Maktoum, Vice-President and Prime Minister of the UAE and Ruler of Dubai, and approved by Shaikh

Logo | Visual Identity | Information Design | WebsiteDELIVERALBLES:

Hamdan Bin Mohammad Bin Rashid Al Maktoum, Crown Prince

of Dubai, the initiative has all the makings of unimaginable, yet

attainable innovation.

But at the time, what the project demanded was branding that

would represent the magnitude of its potential. An identity that

each resident, visitor, person in Dubai would relate to. An identity

that stood for every sector. Every color.

That’s where we came in. With a simple, yet complex design

approach we created an identity – a logo that narrated the story of

Dubai and documented the future of the emirate. A logo that had

meaning. A logo that was familiar, yet from the future.

A logo ten years ahead of its time. Much like the city of Dubai.

The result – a winning logo with a dynamic palette, clean

edges, precise mathematical construction, riddled with creative

expression and contemporary minimalism.

Next steps; we implemented the logo on collaterals, on the

website, across visual identity elements and on information design

– following a set of brand rules and guidelines.

Information design was an integral part of the process with easy

to understand – easier to read information presented in a clean

and compelling layout. Original iconography helped illustrate

information and effective use of color and fonts read information

out well.

MAKING MOBILE INFORMATION EASY TO READEra of The Jetsons has arrived. The world today is mobile, digital and one-click-able. And now so are UAE Government’s services.With the idea of delivering services to the public through mobile phones, the UAE Government is making its services available and accessible to the public 24/7 and 365 days a year. The Best m-Government Service Award is an annual award in line with the newly launched Smart Government initiative by His Highness Sheikh Mohammed bin Rashid Al Maktoum, Vice President, Prime Minister and Ruler of Dubai.

The award is a platform for government entities to showcase creative and innovative solutions via Smart Phone Applications, Mobile Web Solutions or SMS Solutions.

Information Design | Iconography DELIVERALBLES:

While the Award is open for UAE Federal and Local Government

entities, to governments from the Arab region and the World, the

award also targets UAE university students.

How and why did we get involved? To present a summary of

entries, data and statistics of the Award on the day of the final

Award Ceremony, The Government needed this encyclopedia of

information to be designed and aesthetically laid out in the form

of graphs and Infographics.

What we delivered – two years in a row – were presentations both

classic and elegant. Static and animated.

Readability was key. And the message clearly delivered.

AN EXECUTIVE APPROACH TO IDENTITY DESIGN

The Executive Office was looking to grow its presence as an official brand through the development of key collaterals for communication and identification. The brand had a clean and sophisticated look and feel that we managed to leverage through layouts that made use of active white spaces, use of modern typography and intelligent, yet minimal use of their signature Signal Red colour.

To give the collaterals a high-end appeal, we raised the overall look and feel by implementing an embossed logo across collaterals. The business card’s verticality breaks the conventional horizontal layout, and still maintains a classic elegance. The letterhead is simple and functional, and maintains the overall practical aesthetics of the brand.

Branding | Stationery | Collateral DesignDELIVERALBLES:

EXPLORING AND DISCOVERING A BRAND OF MAN-MADE WONDERS.

Four man-made islands have only just begun adding diversity to Ras Al Khaimah’s geographical and tourism landscape. An escape for residents and an upcoming tourist destination – Al Marjan is a modern brand dedicated to creating new contemporary lifestyles in the UAE.

Inspired by entertainment destinations such as Ibiza and Miami, Al Marjan Island plans to develop its four islands on the concept of providing attractions mainly on the Island’s waterscape. Because the brand’s existing look and feel was limited to just a logo at the time, the brand gave us room to create a whole new brand personality, identity and language – and even let us name the Islands.

Visual Identity | Brand Naming | Collaterals | Website | Digital Strategy & AdvertisingDELIVERALBLES:

We initiated the project by refining the logo, and then

implementing it across collaterals, visual identity, and across social

and digital platforms.

The process of naming the four islands was two-fold. We needed

to ensure the names resonated equally well in English and Arabic.

In fact, translation of English names into Arabic ran parallel

throughout the naming process.

And that’s how Breeze Island/Jazeerat Al Naseem, Dream Island/

Jazeerat Al Ahlam, Treasure Island/Jazeerat Al Kanz and View

Island/Jazeerat Al Itlalah comfortably made their place on the map

of Ras Al Khaimah, UAE.

Our design approach was modern and visual. With plenty of room

for photographic representation. To maintain visual consistency,

photography guidelines were clearly spelt out in the Brand

Manual, along with other guidelines.

The color palette was warm and welcoming. The language of the

brand spoke to a global audience. Ongoing digital activations

and advertising campaigns continue to add to our full-circle

experience with this full-circle brand.

CREO FASHIONOnline Fashion Shop Design Your Own Style.

Logo | Branding | Collaterals | Packaging | WebsiteDELIVERALBLES:

Hobby-turned home-fav bakery, Orange Blossom Bakery quickly

became a popular joint serving American and British style cakes

and cupcakes in Dubai. Using sweet top-of-the-line ingredients,

Catchy, and the owner’s own creation, we had a great name

begin with. The look and feel was clean and quirky. The logo was

symbolic of what they serve, with an orange-blossom cherry on.

We initiated the project by refining the logo, and then

implementing it across collaterals, visual identity, and across social

and digital platforms.

The process of naming the four islands was two-fold. We needed

to ensure the names resonated equally well in English and Arabic.

In fact, translation of English names into Arabic ran parallel

throughout the naming process.

And that’s how Breeze Island/Jazeerat Al Naseem, Dream Island/

Jazeerat Al Ahlam, Treasure Island/Jazeerat Al Kanz and View

Island/Jazeerat Al Itlalah comfortably made their place on the map

of Ras Al Khaimah, UAE.

Our design approach was modern and visual. With plenty of room

for photographic representation. To maintain visual consistency,

photography guidelines were clearly spelt out in the Brand

Manual, along with other guidelines.

The color palette was warm and welcoming. The language of the

brand spoke to a global audience. Ongoing digital activations

and advertising campaigns continue to add to our full-circle

experience with this full-circle brand.

DUBAI AQUARIUM & UNDERWATER ZOO SHARKS OF THE CARIBBEAN & RHYTHM BUBBLES - BLUESDiving into an unknown adventure.

Poster Design | In-Store / Mall Branding | Multimedia BrandingDELIVERALBLES:

The Dubai Aquarium and Underwater Zoo at The Dubai Mall is an

attraction that’s hard to miss. With always something new to offer

or feature, DAUZ keeps its audience hooked – and coming back

for more.

One of the newest features at DAUZ was a tropical surprise. A

school of Bonnethead Sharks – ready to make a splash on arrival.

Borrowing from the Shark’s tropical habitat, the campaign was

packaged as a tropical adventure. But to give the campaign a

touch of mystery, the communication invited the audience to

come and dive into the deepest depths of the aquarium and

discover a treasure.

The visual treatment was dark and mysterious with a keen focus on

the sharks.

KIDZANIA ZUMMER CAMPBranding an international children’s experience.

Poster Design | In-Store / Mall Branding | Multimedia BrandingDELIVERALBLES:

KidZania is an international brand of interactive edutainment that

presents a play and learn environment for children. A platform that

allows children to experience a real world – different from the real

world.

With a calendar of events for each year, KidZania organizes an

annual Summer Camp for children of ages between four to sixteen

where kids are encouraged to participate in various role-playing

activities that encourage creativity and their favorite hobbies.

To design for the annual KidZania Summer Camp we connected

with our childlike creativity. As part of the project, we were asked

to create communications that were true to the brand message

and visually appealing to kids of all ages. All the while, endorsing

the value of extra-curricular activities particularly during the off

summer season; sending across a message about the benefits

of role-play to parents across the Emirate. With a word play on

‘Summer’ we branded he camp as ‘Zummer’ Camp. Ultimately

creating an identity that became an umbrella for KidZania’s

Rightskeepers – Urbano, Chika, Bache, Vita and BeBop. Zummer

Camp became an identity that can be revived annually. It allows

for freedom of concept and visualization with plenty of room to

customize each creative for every activity found at the camp.

AL SALEM JOHNSON CONTROLSChalking out new motivational strategies.

Collaterals | Giveaways | Web App Design & Development DELIVERALBLES:

Johnson Controls is a leading global technology and industrial

organization with operations in over 150 countries. Johnson

Controls provides sustainable solutions to optimize energy and

operational efficiencies across a diverse market.

With an internal strength of 170,000 employees, the organization

recognizes the importance of employee motivation and

communication, engagement and leadership. Values that powered

the company’s upcoming internal employee motivation campaign.

To put theory into practice, Johnson Controls was looking to

leverage its internal strategies through effective visual and creative

translation and representation.

The result – a series of print and digital communications including

posters, roll-up banners, creative giveaways and a website

application on the company’s website.

Collectively, the collaterals were engaging and informative,

reformative and educational – eventually relaying an underlying

message about

the importance of employee contribution in the day-to-day

running of the organization.

The communication demanded a balance of business-like visuals

with chalk-like graphics.

A visual chalk treatment symbolically represented the educational

aspect of the campaign, while making the learning process fun

and experimental.

YORK- BY JOHNSON CONTROLSPioneering Cool.

Print Ads | Outdoor | Roll-up Banners | Magazine Ads DELIVERALBLES:

York is a household name amongst the world’s leading cooling

technologies. York’s history of 135 years is established on an iconic

series of firsts that define the cooling industry around the world.

York’s operations in Saudi Arabia catapult the brand to the

forefront of the market. Cooling residential and commercial

establishments all across the country. Moreover, to celebrate the

brand’s positioning, York was looking to launch an advertising

campaign that not only highlighted the brand’s features and

product benefits, but also announced their unrivalled market

position.

In a print-driven campaign, we creatively and symbolically related

the brand’s success to the size of an iceberg, while comparing the

physical qualities of an iceberg to a York air-conditioning unit –

which is just the tip of a gigantic cooling system that may not be

large in size but is surely large and powerful in performance and

cooling.

This brand messaging and visualization took the print media by

storm in KSA. With print ads, hoardings, magazine ads and roll-up

banners we all recognized the York brand for the greatness it has

earned over a century of cooling lives.

PACKAGING MINDS & WINGSA pitch for Red Bull called for all wings on deck.

A lesson learnt in brand strategy. Working for Red Bull meant accepting their decision to focus on personalities, minds and mindsets. Instead of targeting a conventional target audience profile.

Red Bull is a brand not bound by location. Or flavor. It’s energy is addictive and one that cannot be contained within a can. While most of branding and advertising is done in Austria, Red Bull decided to set up design shop in the Middle East, particularly Dubai.

Package Design | Package Skin DesignDELIVERALBLES:

They called us to pitch for a packaging project that required local

experience and marketability. Red Bull wanted to design a special

edition packaging with four different flavors that would exclusively

be available at Dubai DutyFree at the Dubai International Airport.

The brief was simple. Our approach, self-explanatory.

With the theme of the airport, we knew we needed an on-the-go

concept.

A concept that leveraged – and physically embodied the idea of

handling, transportation, storage, stacking, loading and unloading.

Thus, the concept of Container.

A Container with a window allowed each flavor to peak through.

And customization of each skin gave room to dress the container

for different mindsets – for instance, graffiti for art lovers, football

themes for sports lovers, rock-n-roll for music lovers, and so on.

With each skin the container held up to its creative potential,

allowing us to present a concept that held up to the brief.

On an old stone-paved streetm where the sun warmed the

gravel, carts lined up to serve traditional Arabic food. In the

middle of screaming hawkers and aromas the that remid us of

our granmother's recipes, a street seller served pitas pacled with

grunchy hot falafels, generously drizzled with tahini sauce and a

purchy salad - arfully layered andstuffed.

Two food enthusiasts and saviors of Arabic food set out on an

operation to prove age-old cuisine can still win the Twenty-First

century. Bringing back flavors that are proof of the cuisines

authenticity and originality.

BITING INTO A PIECE OF MOBILE TECHNOLOGYIn times where smartphones practically rule the world, Fast Telecom decided to serve a niche audience who still turns to a not-so-complicated but feature-packed feature phone. And they decided to do that by launching a brand of their own.

Founded in 2002, Fast Telecom (Part of the FastLink Group) is one of the leading distributors/traders of Mobile phone products in the Middle East and Africa. Among other services Fast Telecom extended its activity by customizing cellular phones with Arabization and adding software to it. Among other concepts, we pitched Fast Telecom a branding concept in line with branding ideologies of major successful companies who own a fruit as a brand mark.

Brand Naming | Logo | Strategy | Branding | Package DesignDELIVERALBLES:

The Brand Naming process was fruitful. The word Guava (or

Govava as we spelt it) resonated well with the vision of the brand.

The brand approach for design was minimal and contemporary.

The color palette was a modern twist on the fruit’s natural palette.

With a simple iconic look and feel we saw the brand grow from the

ground up into the makings of a fresh new feature phone brand.

SERVING UP SWEET SOMETHINGS WITH DESIGNHobby-turned home-fav bakery, Orange Blossom Bakery quickly became a popular joint serving American and British style cakes and cupcakes in Dubai. Using sweet top-of-the-line ingredients, Orange Blossom grew into a brand known to friends and friends-of-friends through word-of-mouth.

What this rapidly growing brand needed though, was a brand look and feel. A brand that needed to match its taste appeal.

Logo | Branding | Visual Identity | Collaterals | PackagingDELIVERALBLES:

Catchy, and the owner’s own creation, we had a great name to

begin with. The look and feel was clean and quirky. The logo was

symbolic of what they serve, with an orange-blossom cherry on

top. Clean curves and edges of the logo were the perfect mix of a

welcoming, yet corporate brand personality.

Collaterals and over all visual identity was fresh and contemporary.

Color palette was warm, yet exciting. In fact, just warm enough to

serve this brand of freshly baked goods.

BUILDING A BRAND OF LIFESTYLES.Even if one tries, one cannot keep up with Dubai’s skyline. A new building, an extra floor or a tallest something appears overnight. But what we can keep up with are projects that catch our eye. One certainly did – caught our eye and attention.

Hameni – a word play on the word harmony – was the essence of the project. A synergy of spaces, textures and nature. A concept of balance between the outside world and the inside. What we needed to do was to create synergy between the brand and branding. We needed to borrow Zaya’s organic and open feel, and incorporate it in our design for Hameni.

Branding | Collaterals | Website | Animation | IllustrationDELIVERALBLES:

The result – clever use of white spaces, natural photography and

nature-inspired hues brought the project to life across multiple

platforms including web, print and digital.

Illustrated maps, animated videos and a fully responsive website

added a whole new dimension to the branding.

CREATING A SEASONED BRAND FOR A RESTAURANT HOLDING GROUPBuilding on Radius Group’s philosophy of Food with Friends, Radius Group’s branding reflects their originality and personality through a smart and contemporary brand.Serving authentic food made with love. The group is made of simple restaurant concepts serving complex flavor profiles. A full circle brand growing into a recognized food network.

Strategy | Branding | Collaterals | WebsiteDELIVERALBLES:

The name of the brand was also the blueprint for design. A perfect

circle from a guided radius became the identity. Simple. Iconic.

And an obvious choice for the brand.

The color palette – warm and sophisticated. Still maintaining a

contemporary straightforwardness. Typography sans-serif.

List of ingredients for Radius Group included all platforms print

and digital. Brand Guidelines were set. Website launched. And in

the end we had a brand well done.

REPORTING TO AUTHORITIES IN AJMANTo document and represent the Municipality & Planning Department of Ajman we needed a well-planned approach. Ajman’s Municipality & Planning Department required information and editorial design for its Annual Report 2013. The project required organization of information in languages of English and Arabic. Along with graphs, inforgraphics and icon creation for numerical data and statistics in both languages.

Editorial | Photography | IconographyDELIVERALBLES:

The layout design was classic. Color palette was true to the

brand’s existing mood and tone. Accents were added through

infographics to make key information stand out.

The Department also required a digital version of the Annual

Report, which was to be presented in the form of a compact disc

in a branded sleeve.

With in-house photography capabilities, photography was

commissioned for the report keeping the entire look and feel

consistent with the brand.

NARRATING A YOUNG ADVENTURE WITH IMAGESElisa Rixon, Children’s Author had a story to tell. A story about a boy and his first encounter with a caterpillar. The story simply, but beautifully narrated the emotions of the boy and the caterpillar. The boy, Adam, was a considerate, yet curious little one. An explorer by nature he stepped out into the world of nature to discover what may come. As illustrators, it was our job to capture his experience, his expressions and body language to match his personality. The illustration style – organic and natural.

Editorial | IllustrationDELIVERALBLES:

Color palette borrowed true hues and shades from nature.

All artwork initially sketched and colored-in by hand and then translated into digital. Once the artwork was final, the text was brought to life against a watercolor background.

DRESSING UP A LOCAL BRAND OF TRADITIONAL FASHIONSisters. Designers. Style Duo. Sary Boutique captures a class of elegance. Details it with culture and tradition. And presents its line of Abayas, Kaftans and Ready-to-Wear fashion to women in Ras Al Khaimah and across UAE.

Effortlessly chic, Sary Boutique’s style is organic, yet structured. Style characteristics we kept in mind while creating a modern brand with a contemporary twist. Typography flowed seamlessly into the design elements. Color palette was rich and classic. The logo was fashioned into an emblem that represented the brand’s ideology and fashion sensibilities.

Logo | Branding | Visual IdentityDELIVERALBLES:

DESIGNING A BRAND FOR CONTEMPORARY JEWELLERYYataghan is a brand of contemporary jewellery with a striking personality and passionate ideology. The brand shares the designer’s innate quality of inspiring everyone – everywhere. A brand that romances the craft and the craftsmanship. At the time, Yataghan was looking to extend its brand into a complete entity. Collaterals, visual identity and website all followed the branding essence with maximum white space with graphic design sensibilities, allowing the audience to experience the jewellery and the craftsmanship closely.

Visual Identity | Collaterals | Website | Digital AdvertisingDELIVERALBLES:

We complemented the design by creating a signature Yataghan pattern that highlights the letter ‘Y’ in the logo in a unique way.

Our overall approach was to ensure the product was in focus at all times.

Entering the digital-sphere, the brand was seeking a way to provide its audience easy online access and exposure to the brand.

[email protected] [email protected] 800ELEPHANTwww.elephantation.com