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GCIC Rebranding Pitch

Client: GCIC
Sector: Financial Services
Responsibility: Branding
Market: UAE
Collateral: Brand identity (TOV, values, visual identity)

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Project Summary & Approach

The rebranding initiative for an insurance company aimed to cultivate a localised and personalised identity deeply rooted in Arab culture. As a bilingual Arabic and English speaker with an Arab background, I was uniquely positioned to navigate this endeavour with cultural sensitivity and precision. My connection to the culture allowed me to conceptualise a brand identity seamlessly intertwined with the local ethos, ultimately fostering a genuine and relatable bond between the company and its community.

Brief

The brief emphasised the importance of creating a brand identity that resonated with the local community and reflected the values, traditions, and aspirations of Arab culture. The company sought to differentiate itself by offering its audience a more personalised and culturally relevant experience.

Concept

The concept centered around crafting a brand identity that seamlessly integrated Arab culture into every aspect of its visual and verbal expression. The goal was to evoke a sense of familiarity and belonging among the target audience, positioning the company as a trusted partner deeply rooted in the local community.

Rationale of the three concepts:

  • Wothoq — Trust is paramount in times of transition. With "wothoq," meaning "trustworthiness" in Arabic, the company reaffirms its commitment to integrity and reliability, recognising that in the Gulf, one's reputation hinges on keeping promises.

  • Seera — Legacy isn't just possessions; it's the path we walk and the impact we make. "Seera," translating to "good path and character" in Arabic, embodies our dedication to moral integrity and ethical conduct, guiding the company's journey toward success for clients and partners.

  • Hayah — Hayah, meaning "life" in Arabic, embodies our commitment to infusing vitality and assurance into every aspect of existence. This palindrome ensures accessibility and resonance across diverse audiences who are not Arabic speakers.

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Creative Process

  1. Cultural Research: Extensive research into Arab culture, traditions, and values provided the foundation for the rebranding efforts. This deep understanding served as the guiding force behind every creative decision.

  2. Brand Strategy: Leveraging insights from cultural research, a comprehensive brand strategy was developed to align the company's identity with the aspirations of its target audience. This strategy outlined key messaging, visual elements, and tone of voice guidelines.

  3. Bilingual Insights: Being bilingual allowed for a nuanced understanding of the audience's pain points and needs. This linguistic proficiency facilitated effective communication and ensured the brand resonated authentically with the target audience.

Outcomes

The rebranding initiative successfully transformed the company's image, establishing a more localised and culturally relevant identity. The brand resonated deeply with the Arab community, fostering a genuine and relatable bond between the company and its audience. Increased brand affinity and engagement were observed, resulting in greater customer trust and loyalty.

Takeaways

  • Cultural authenticity is key to establishing a meaningful connection with the audience.

  • Bilingual and culturally sensitive communication is essential for engaging diverse audiences.

  • Collaboration and iteration are crucial for refining the brand identity and ensuring its resonance with the target market.

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