As a major family group Al Naboodah face a constant challenge to maintain its competitive position across a diverse range of activities. With Zaman’s rebranding program, identity development and spectacular launch the group set in motion a new phase in its history.

A Symbol of Strength and Unity

The kaleidoscopic sun-wheel logo, at the heart of Al Naboodah’s identity, symbolises the various business divisions’ unity of purpose and allows them to draw strength from a discernibly solid brand. It communicates the vibrant energy radiating from each and every one of the companies.

Guide for strong, yet flexible brand architecture

Strong guidelines covering graphic systems, colours, type, imagery and more allow the different departments to remain true to the core brand identity with the freedom to be fresh and original as well.

An evening to remember

“The evening was a grand success as theatrics mixed with an animated sound and light show to create a captivating atmosphere.” Saeed Mohammed Al Naboodah

Al Naboodah vividly unveiled its identity at an event orchestrated by Zaman held at Dubai’s Madinat Jumeirah. Guests experienced a colourful display of fireworks and vigorous dance/gymnastic feats, against a multimedia backdrop of Dubai’s dynamically changing skyline. The event emulated Al Naboodah’s instrumental contribution to the growth and development of Dubai over 35 years while highlighting the new image built on excellence.

Brand meets interior architecture

Translating the new visual identity into the reception areas throughout Al Naboodah’s offices in Dubai has helped strengthen its corporate culture while increasing its visibility among external audiences. Values of unity and responsibility were articulated by solidity of space – with simple, geometric lines and clean finishes – and the brand’s dynamic, progressive traits by glass, angular walls with diagonally joining panels.

Up close and personal

For Al Naboodah, staying in contact with its diverse target audience is crucial. Relevant communications in multiple channels were designed to deepen the relationship and reinforce its new identiy – from print ad campaigns, revamped corporate literature, direct marketing and signage, to calendars, invitations and
greetings cards.