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March 19, 2014
Do Brands Matter?
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  • Under : Brands

DOBRANDMATTERv25

Do Brands Matter?

There is a lot of speculation on the fate of brands during the economic downturn. Many say they won’t sustain themselves. Some go further and are questioning the importance of brand identity and the meaning of luxury in adding happiness to people’s lives.

Why brands matter

Which Middle Eastern brand has invested in creativity to create a  happy workplace and build trust? Today’s client briefs, are all about saving money and making sales. The history of brands notes that their most efficient growth was achieved when they combined business strategies with meaningful purposes that served humanity and engaged the workforce. Brand guidelines were codes of ethics and their results were measured by their positive reputation.

Arab brands can survive. They’re in their infancy and can last during these trying times if they reflect the principles of Islam. To do that they must think in terms of equality, mutual respect, workforce engagement, and creating products and services that serve the community in positive ways. It is often in bad times that people engage in a more cooperative lifestyle. Arab companies can use the current economic reality to elevate their status globally.


March 8, 2014
TIMING IS EVERYTHING FOR SOCIAL MEDIA
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  • Under : Social Media

TIMING IS EVERYTHING FOR SOCIAL MEDIA POSTS

Getting the right mix of posting engaging social media updates at the right times is a popular topic of discussion among brand managers. Is there a single right time to post on Twitter? Facebook vs. Instagram. All social media aren’t the same. Each social network has different kinds of users and their daily activities vary. They use these networks at various times and days to engage with the updates published. To attain maximum engagement its always advisable to consult various free resources online conducted by social media research companies and trial and error until you figure out the best days to publish your content.

Below is a recent infograph we came across on the best times and days to publish social media updates to receive the highest exposure on Facebook, Google+, Twitter, Linkedin, Pinterest and Tumblr.

What do you think? Do your audiences’ engagement patterns with your content follow these results?


December 4, 2013
The Start Of Something
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  • Under : Arab World , Brand Stationary , Branded Environments , Brands , Design

The Start Of Something Very Big

etisalat-01

Having worked with so many different brands in the region throughout the past 18 years we have enjoyed a lot of proud moments. Some, however, naturally stand out over others. Back in 1998 we embarked on what was at the time one of the most significant branding projects in the region.

Zaman was approached by the then ‘Emirates Telecommunications Corporation’ to join the process of evolving them into a customer facing service company with the capacity to grow internationally.  At the time very little was known locally about branding beyond its delivery of a new logo. So patience and the sharing of our knowledge were essential at every stage.

The Etisalat brand was of particular National importance as it was the only brand that was omnipresent in all Emirates as the sole provider of its service.  Everyone in the UAE had to deal with them so this project would touch everyone at home and at work.

The challenge was very much to change the perception inside the company and across the UAE that this government institution was radically changing for the good of its customers.

To achieve this Zaman created a brand and launch platform that was very personal to the audience and related closely to them as individuals.

We switched the official name to the ‘street’ reference everyone used, Etisalat. We created a new logo mark intended to represent a human form and radiating sound waves of communication breaking from within its own boundaries. The dominant green spoke of a balance, security and growth.

The brand mark was based on a strong and detailed visual identity system that was applied to all the collateral’s – stationery, forms, bills, receipts – and communications tools – brochures, flyers, adverts, posters, signage etc.  A comprehensive visual guidelines manual was provided so the brand managers could keep control of the brand’s development through the 100’s of channels and contact points they had to manifest the change.

Redirecting the mind set of the people within the organization was critical to delivering an authentic change to the customer experience. To support this we commissioned a photo shoot, which captured the unseen human face of the organization – people working with and for people. We shared it across the whole organization just prior to launch through a brand book, a presentation, and an intranet and poster campaign.  Everyone in the organization got new business cards delivered in a personalized cardholder on the day of the launch.

etisalat-02

For the public launch we created animated illustrations that communicated positive yet ‘soft’ messages to customers rather than harsh over ambitious corporate messages. The logo was launched locally with huge, first of their kind, building banners installed on each of Etisalat’s head office buildings in each Emirate and unfurled on the day. A new day.

The Etisalat project of 98 / 99 was a truly a milestone project both for Zaman ad for the UAE. It was followed by a huge wave of re-branding and new brand development across the UAE as the modern commercial age of swept through the UAE’s local businesses at full speed. Etisalat’s change was a true precursor to the incredible developments that were to happen over the next 10 years.

For Zaman, the successful launch of the project lead to Omantel and Qtel branding projects, as well as a host of projects with local companies. Some huge and some start up and from a broad spectrum of industries, all these companies recognized they had to respond to the huge change in the needs of the market place for organizations driven by their brands. They had to become brands.

etisalat-03


April 8, 2013
3 WAYS TO (usefully)
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  • Under : Brands , Offbeat

3 WAYS TO (usefully) LOSE CONTROL OF YOUR BRAND

TED speaker Tim Leberecht offers the three big ideas about accepting that loss of control, even designing for it — and using it as an impetus to recommit to your values.

 


December 12, 2011
Branded buildings
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  • Under : Architecture , Brands

Branded buildings and living spaces

Project: Property branding

Buildings can have their own personality. Through branding, buildings can complement a brand’s character and express its message by standing out from the crowd. Branded environments can extend the experience of a company’s brand or even a community by using distinguished characteristics such as the use of color, names, symbols, finished materials, environmental graphics and signage.

We found an interesting contrast between some countries where there is a strong creative expression of color and branded environments in living communities or office’s, to some of Dubai’s areas that don’t really communicate much about their own character and aesthetic lack of color.

The tall beige towers in the JBR’s beachfront or the vast beige Cedre Villas community in Silicone Oasis only to mention a few, is where you can see a constant use of the color beige… beige and oh have we forgotten, more beige!

Using our imagination as a property branding agency, we ask ourselves:

Is the lack of color In Dubai is influenced by the desert? And what were to happen if some of these areas would receive an injection of color?

We felt inspired and took it our creative hands to see how one area could look like.

JBR Towers in the Marina – a somewhat dull view of a large group of towers that overlook the Dubai beachfront all in beige.

If the Cedre Villas community in Silicon Oasis, Dubai were to have some color perhaps this could be what it would look like. But still the question remains, would this be Dubai’s Silicon’s Oasis reflection of its true character?

With a little paint and some bold typography, a school designed to change the life of its students has undergone a transformation.

Yungay, Valparaiso Chile – the project is indented to blend into the urban landscape characterized by a combination of small colorful houses.

By Grace Yacoub

—


October 23, 2011
Brand mascots
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Brand mascots as part of storytelling

One of the key elements of storytelling is the use of characters to enable audiences to connect with the storyteller’s message. The same applies to the discipline of branding.

When companies set out to define their brand stories, the guiding objective of the story should be to connect with the intended audience both on an emotional level and a cognitive level.  To use a common marketing formula, brand stories are what build platforms of awareness, consideration and  ‘trial & buying‘ motivation from the customer’s perspective. Strong brand stories are also what ensure the repetition of this process.

In the pursuit of creating brand stories that resonate with target audiences some brands go a step further, creating fictional and real characters that live well beyond a campaign, becoming a distinctive cue that can stir up emotions long after the conclusion of a campaign. Nurtured correctly brand mascots have the potential to become a strong element for point of difference and to create better brand recall. By doing the job of personifying a brand, brand characters can transform the image of say a battery cell to a battery cell that lasts and performs much better than inferior competitor battery brands (think Duracell battery bunny).

Below is a list of a few recognizable brand characters. Can you name the brands? What other strong Arab or non-Arab brand characters can you think of?


October 5, 2011
Lost in translation
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  • Under : Art , Brands

Lost in translation

Lost in translation’ is probably one of the biggest risks that brands run when designing a marketing campaign targeted at audiences spread across varying geographies, cultures and demographics.

Yet for brands that have been able to successfully mitigate these risks come industry awards and most importantly a firm thumbs-up from their global customers who are able to experience the intended emotions and reactions to the brand’s messages.

Across the seas, American telecom operator AT&T is one such brand that successfully launched a global ‘Hands’ ad campaign that won it a few industry and people’s choice awards. Although the campaign was launched a year ago, even today the creativity behind it is still worth mentioning.

The ad campaign features human hands intricately painted and posed to depict iconic images representing countries around the world in which AT&T provides roaming services to its clients. From clever depictions of The Great Wall of China, moose (Canada), carnival (Brazil), wildlife (South Africa), Royal Buckingham Palace guards, boomerang (Australia), elephants (India) and more, the result is stunning imagery that draws viewers into the artwork while communicating AT&T’s brand proposition of having more phones that work in across many markets.

Interesting. Do you have any other examples of similar campaigns?

Source: Lost-in-translation.com

Source: Convozine.com


June 26, 2011
Robert Redford, Cannes
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Robert Redford talks brands at Cannes

CANNES 2011 – A good brand needs to have “authenticity” and “quality” to resonant with consumers in the 21st Century, according to Hollywood legend Robert Redford.

The star of ‘Butch Cassidy and the Sundance Kid’ turned independent film producer, was speaking in a wide-ranging interview with Yahoo at the Cannes 2011 Festival of Creativity yesterday (21 June).

He said: “Authenticity and quality are key to great brands. Both lead to trust, and you have to have a certain amount of integrity to achieve that.”

After many years in front of the camera, Redford now manages his own brand, the Sundance Festival and Channel, which showcases smaller indie productions and recognises upcoming talent and creativity.

Redford explained the premise behind his Sundance empire is to nurture creativity and upcoming talent.

He said: “Nobody votes for a new idea. If no one believes in you, you’re going to have to grind it out yourself.”

In words of encouragement for those pushing the boundaries of creativity, he added: “You have to look at failure not as the end of the road, but as a step forward.”

We felt so inspired when we came across this interview, hearing  Robert Redford speak about Brand authenticity, to see the complete interview click here


May 5, 2011
Creating a platform for Authenticity
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  • Under : Arab World , Art , Brands , Culture , Insights

Creating a platform for Authenticity. Grace Yacoub speaks to Gulf News

For the online version got to http://gulfnews.com/business/media-marketing/creating-platform-for-authenticity-1.803347

Everyone loves rankings; ‘the 10 best of that’ or the ‘the 10 worst of this’. These days you just cannot navigate websites without coming across one or more of these vying for your attention. Such is their sheer proliferation.

Now, Zaman — one of the first dedicated branding agencies from the region and which knows a few things about the subject — has taken upon itself with creating a ranking list of its own. But this is no Top Ten listing.

Zaman has taken on the task of finding out the Top 100 ‘authentic’ Arab brands out there.

The process does seem straight-forward enough on the face of it, but look closely and the catchphrase ‘authentic’ strikes you. How does one filter through brands which are authentic and which aren’t? Would such an exercise be completely objective and be free of personal preferences or prejudices?

Grace Yacoub, founder and CEO of Zaman, speaks on the rationale behind the new ranking list and all the processes that went into making it.

 

Gulf News: There are so many brands out there which would fit the bill of what you are looking for. Why then this emphasis on ‘authentic’ rather than ‘popular’?

Grace Yacoub: We believe authenticity drives brands to be loved. Throughout our 16 years of practice in the Middle East, we have tried to make Arab companies focus on creating meaningful experiences around their brands.

We felt this is the only way they could penetrate a market that is saturated with international established brands. We have oriented companies to be more honest about their offering so they are perceived as real and genuine.

According to you, what makes for an authentic Arab brand? And what was the immediate need for the agency to go for this ranking list?

A brand is authentic when it has an original story that engages with the customers and it consistently delivers what it says it does.

It initiates or participates in activities that support its messages which usually match the customer’s needs and values. Most importantly, authenticity comes from business owners who have real passion and therefore keep challenging themselves to do things better.

By initiating the 100 Most Authentic Arab Brands, we wanted the companies that are behaving in an authentic way and inspire customers and brand owners better understand the ins and outs of successful brand behaviour.

We hope it will be the platform for measuring the real value of brands in the mind of the customers. Perhaps after this exercise, brand owners will learn what people truly care about.

 

Isn’t there a chance the way you arrive at the conclusions could set off protests from brands claiming their authenticity?

The platform we created for this initiative is very transparent and interactive. After selecting the brands we have monitored, we are leaving it to the public to express their liking and their feedback.

By doing so, we are hoping that brand owners will capture the feelings of people and be able to assess better what they are doing right. So far we’ve got a lot of positive reactions from various brands even those who have not been selected.

 

Are there proprietary processes you followed to arrive at the conclusions? What were the parameters to identify the wider universe of regional brands?

Our manifesto is based on three values — authenticity, taste and innovation.

The markets are saturated with products and services. In the Middle East, consumer expectation is growing especially after the financial crisis.

Today, they have become immune to hollow messages and superficial design. So branding is only effective if a product or service is wrapped up with true value.

And unless the brand is really genuine and committed to practice what it says it does, it will become obsolete. Authenticity is about honesty.

Brands need to find a way to appeal and become relevant. We believe “taste” plays a major role in presenting a message simply without fanfare.

It is about harmony and original compositions and re-compositions that make a brand live its story in an infinite dimension without looking boring or sounding phony. It is about the attention to detail that any discerned person can detect and appreciate. Nowadays customers have become more sophisticated and learned.

Consumers’ expectations are growing. Today’s game is no longer about awareness. It is about differentiation. The more original you are, the more you stand out and if your story is original, believable and credible the consumer will adopt it and even market it for you.

In the 100 Most Authentic Arab Brands, we decided to go viral to demonstrate that consumers today talk with each other before talking to brands. And if they love a concept they will drive it.

It is interesting that the brands that are most popular on our site are not necessarily the most established. Some of them are not even three years old.

 

Many of the rankings in the region are based on third-party feedback. Have you eschewed this route completely?

So far we have noticed that size and longevity don’t really matter. Also, it doesn’t matter if the company’s online fan community base is big or small.

Some of the brands that are reaching the Top Ten most voted have a very mixed number of fans. Take for example the Brand Rajadano, they have been on our Top Ten most voted list since the start.

It is a young Arab Fashion brand that has great ambitions to grow on an international platform. What is most interesting to see is that Rajadano has no Facebook Fan page, only a Twitter presence and without a large number of followers.

So far, we have noted that there isn’t a direct link between our votes and the number of fans. Our voters are responding to real experiences that they have with the brand.

They are somehow connected with the brand they like and their messages relate to pride and ownership. We have also noticed that we have managed to create a new dialogue between brands and their audiences. They are now listening to what people are saying about them and responding.


May 4, 2011
Forward-thinking and innovative
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  • Under : Arab World , Art , Brands , Culture , Fashion , Insights

Forward-thinking and innovative – Oasis magazines tells us how they became the first magazine of its kind in Saudi Arabia.

Oasis is one of the leading arts & culture magazines within the region. Oasis continuously celebrates a rich heritage and a modern, progressive and young MENA generation that is curious, forward-thinking, innovative and savvy. Oasis Magazine is the first Saudi publication of its kind, and the leading arts & culture magazine in the Kingdom, with a section focused specifically on Saudi Arabia, featuring in-depth interviews and highlighting noteworthy accomplishments.
The publication provides seasonal updates on the best in Middle Eastern culture, arts, literature, entrepreneurship, fashion, travel, and environmental & luxury products from the objective, and relatable perspective, of a young local team and a blend of internationally renowned talents. Oasis delivers fresh new content with each issue. Its focus on exposing both Middle Eastern happenings, from events and openings to individuals that are changing
our arena, as well as worldwide activities, has been creating a global impact and a much-needed platform for f” Oasis is one of the leading arts & culture magazines within the region. Oasis continuously celebrates a rich heritage and a modern, progressive and young MENA generation that is curious, forward-thinking, innovative and savvy. Oasis Magazine is the first Saudi publication of its kind, and the leading arts & culture magazine in the Kingdom, with a section focused specifically on Saudi Arabia, featuring in-depth interviews and highlighting noteworthy accomplishments.
The publication provides seasonal updates on the best in Middle Eastern culture, arts, literature, entrepreneurship, fashion, travel, and environmental & luxury products from the objective, and relatable perspective, of a young local team and a blend of internationally renowned talents. Oasis delivers fresh new content with each issue. Its focus on exposing both Middle Eastern happenings, from events and openings to individuals that are changing
our arena, as well as worldwide activities, has been creating a global impact and a much-needed platform for forward-thinking, innovative, and creative individuals.”


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Happy New Year everyone! We wish this year brings Happy New Year everyone! We wish this year brings for you lots of joy, happiness, good health and indeed wealth. ❤️
The brochure imagery juxtaposed the old and the ne The brochure imagery juxtaposed the old and the new in line with the destination.
قدم كتيب الصور الماضي العريق والحاضر الحديث جنباً إلى جنب بصورة تتناسب مع طبيعة هذه الوجهة الفريدة.

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Life at the Water's Edge was the tagline we create Life at the Water's Edge was the tagline we created to start the Al Seef story. 
مثلت الحياة على حافة الماء الشعار الذي قمنا بتصميمه لبدء قصة السيف.

#Zaman #Zamanagency #ZamanBranding #AgencyLife #Dubai #UAE #DubaiAgency #Brandingagency #Creative #Brand #Design
We crafted a complete brand story that wove the de We crafted a complete brand story that wove the destination's past and the future together to tell an evocative tale.  Using lots of atmospheric images and effects mixed with clear information graphics and detailed maps got the brand and business balance just right. 
قمنا بتصميم قصة علامة تجارية كاملة نسجت ماضي الوجهة ومستقبلها معًا، لتقديم قصة مثيرة.
حقق استخدام الصور والتأثيرات الرائعة الممزوجة برسومات المعلومات الواضحة والخرائط المفصلة توازناً رائعاً بين العلامة التجارية والأعمال.

#Zaman #Zamanagency #ZamanBranding #AgencyLife #Dubai #UAE #DubaiAgency #Brandingagency #Creative #Brand #Design
Al Seef is the most charming destination. An exact Al Seef is the most charming destination. An exacting recreation of an original souk it takes us back to the days when pearls where Dubai's currency and life was very, very simple. 
ممشى السيف.. الوجهة الأكثر سحراً وجمالاً. متعة حقيقية لسوق عريق يأخذنا إلى الأيام التي كان فيها اللؤلؤ هو العملة المتداولة في دبي، عندما كانت الحياة قمة في البساطة.

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To engage partners in the days before the current To engage partners in the days before the current brand mark was agreed, Zaman design the leasing sales pack. 
لإعطاء الشركاء نبذة عن الأيام التي سبقت الموافقة على العلامة التجارية الحالية، قامت زمن بتصميم حزمة مبيعات التأجير.

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A sliver of life along the water's edge. Al Seef t A sliver of life along the water's edge. Al Seef takes us back to the days when the Creek was the bustling lifeline of Dubai. 
قطعة صغيرة من الحياة على طول حافة الماء. ينقلنا ممشى السيف إلى الأيام التي كان فيها الخور شريان الحياة الزاخر في دبي.

#Zaman #Zamanagency #ZamanBranding #AgencyLife #Dubai #UAE #DubaiAgency #Brandingagency #Creative #Brand #Design #alseed #dubai #mydubai #olddubai #arabiccalligraphy #photography
A walk through Dubai Design Week 2019 is a dynamic A walk through Dubai Design Week 2019 is a dynamic installation that explores the domains of interactive surfaces with a sculptural quality.
تمنحك جولة في أسبوع دبي للتصميم 2019 منصة ديناميكية لاكتشاف نطاقات الأسطح التفاعلية المنحوتة بجودة فريدة.

Photo by Creative Director  @dejanadeyana 
#Zaman #Zamanagency #ZamanBranding #AgencyLife #Dubai #UAE #DubaiAgency #Brandingagency #Creative #Brand #Design #designweek2019 #d3
Dubai Design Week 2019 is an ideal destination for Dubai Design Week 2019 is an ideal destination for emerging design professionals and everyone curious about the local design.
يمثل أسبوع دبي للتصميم 2019 وجهة مثالية لمحترفي التصميم الناشئين وجميع المهتمين بالتصميم المحلي.

#Zaman #Zamanagency #ZamanBranding #AgencyLife #Dubai #UAE #DubaiAgency #Brandingagency #Creative #Brand #Design #designweek2019
At Dubai Design Week 2019 there was much to inspir At Dubai Design Week 2019 there was much to inspire no more so that the light that responds to happiness.Pearl Wave by @preciosalighting is made from more than 700 handmade spheres. But that's not the real magic. This playful chandelier reacts to the sounds generated by its environment by creating different light effects.
في أسبوع دبي للتصميم 2019، لم يكن هنالك شيء أكثرُ إلهاماً من الأضواء النابضة بالسعادة.
تتكون Pearl Wave من Preciosa Lighting من أكثر من 700 كرة مصنوعة يدوياً. إلا أن السحر الحقيقي ليس هنا. تتفاعل هذه الثريا المرحة مع الأصوات الناتجة عن بيئتها عبر إصدار تأثيرات ضوئية متعددة.

#Zaman #Zamanagency #ZamanBranding #AgencyLife #Dubai #UAE #DubaiAgency #Brandingagency #Creative #Brand #Design #designweek #d3 #dubai #mydubai #dubaidesignweek
The UAE flag tells a story.  قصة العلم ا The UAE flag tells a story. 
قصة العلم الإماراتي.
Its four colours - green, white, black, and red - together stand for Arabian unity.
تمثل ألوان العلم الإماراتي مجتمعةً - الأخضر، الأبيض، الأسود، والأحمر - الوحدة العربية.
Green refers to goodness and agriculture, abundant throughout the country.
يشير اللون الأخضر إلى الخير والزراعة، وهي متوفر بكثرة في جميع أنحاء البلاد.
White refers to peace.
يشير اللون الأبيض إلى السلام.
Black refers to courage and power.
يشير اللون الأسود إلى الشجاعة والقوة.
Red refers to power and sovereignty.
يشير اللون الأحمر إلى القوة والسيادة.

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Congratulations to the UAE, its residents, and cit Congratulations to the UAE, its residents, and citizens, on this 48th National Day. 
أسمى آيات التهاني لدولة الإمارات العربية المتحدة، مواطنيها ومقيميها، بمناسبة اليوم الوطني الثامن والأربعين.

#Zaman #Zamanagency #ZamanBranding #AgencyLife #Dubai #UAE #DubaiAgency #Brandingagency #Creative #Brand #Design #uae #uaenationalday #uaelife
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