DROPS OF GOODNESS

 

 

 

A PIONEER COMPANY


WITH RESPECT TO NATURE

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A PIONEER COMPANY WITH

RESPECT TO NATURE

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CREATING A SUSTAINABLE AQUACULTURE SECTOR ONE BRAND AT A TIME

OMAN INVESTMENT FUND – BLUE WATERS CO

DROPS OF GOODNESS

THE CHALLENGE

Design a special identity for aquaculture as a pioneer sector for Oman. The brand should blend seamlessly with the culture of the country and the promise of the new industry.

THE OUTCOME

A mindful brand that promotes the vision of the sector to lead aquaculture in the region by embracing the values and identity of its people and building on sustainable foundations.

Folklore tradition narrates how fish creatures are captured in every drop of the wavy sea of Oman just to show the abundance of its marine environment. As a way to show the respect and gratefulness Omanis have towards their sea, this corporate identity symbolises the goodness that these waters have to offer with all its fish and treasures.

Oman Aquaculture Development Company and its subsidiary Blue Waters, wanted to build an identity that will lead the development of a sustainable and competitive aquaculture sector in Oman that promotes food security needs and employment generation in Oman while ensuring the environmental continuity required for securing its future growth. We considered the significant objectives of the company and its driving vehicle Oman Investment Fund, to increase local capacities in the sector and provide wealth generation opportunities for its people.

To project such an ambitious personality we studied the history of fisheries in the country, its people and folklore and the sector’s position in the region. Being the longest employment tradition, deep values and stories had been interwoven in the people’s background. Our aim was to portray aquaculture in Oman as a natural consequence of the right geography, right climate and right people.

As we were looking to reflect such a strong statement through an authentic persona and a natural evolution from traditional fishing to contemporary solutions we decided to build on its natural attributes.

The logo is rounded as the movement of the sea is smooth without edges and includes the concept of fish as well as the concept of waves. Both concepts are portrayed as drops – ‘drops of goodness’ – of the sea that include rich fish products. In addition, pairing the drops in the logo shows the ‘yin and yang’ element of the sea, its balance and wise nature that deserves the respect of people.

PROJECT PREVIEW

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A NEW CITY DEVELOPMENT TO DIVERSIFY THE ECONOMY

 

 

 

 

A NEW CITY DEVELOPMENT TO


DIVERSIFY THE ECONOMY

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A NEW CITY DEVELOPMENT TO DIVERSIFY THE

ECONOMY

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DESIGNING THE FUTURE OF LIVING

AL MADINA A’ ZARQA – THE BLUE CITY

THE CHALLENGE

Help the Blue City to develop its positioning strategy and customer interactions over time

THE OUTCOME

A multi-awarded mixed use development to be developed into a real city to attract foreign investment for Oman and diversify its economy from oil

AWARD:

BEST MARKETING CAMPAIGN IN MIDDLE EAST & NORTH AFRICA – CITYSCAPE 2008

EXPERTISE:

Experience design
Cultural & Social Masterplan
Destination making
City marketing

FACTS & FIGURES:

Investment: $15b
Development: A new full city
Land: 32 km2
Beachfront: 16km
Target Population: 250,000
Job creation: 80,000
Clusters: Tourism, Education, Healthcare, Sports, Commerce
Masterplan: Foster & Partners

 

One of the rarest occasions, the birth of a new city on the global map provides for an opportunity to develop a place where people can live, work and play in a sustainable way.

Our involvement with this development has been from its first strategic steps and over a long journey of design, sales and restructuring.

Being the largest mixed use development in the GCC, we had to perform in depth research of the mixed use developments sector, locally, regionally and internationally, focus groups, ethnography and other tools in order to understand how the development can become a destination. The acquired data provided market input to the masterplan and provided the initial results to be used further as the city’s first assets. In parallel we developed the initial approach for the branding, promotional campaigns on a brand as well as properties level, including the city’s image to the media. Our focus has been on uniqueness, designing the storytelling with intent. For the launch of the project, a large scale event was designed using holograms and a platform in the sea for a light show.

This intensive effort led to the sales of 500 properties in 5 days in Oman and subsequent road shows in the GCC.

We also developed the Corporate Social Responsibility Program involving local entrepreneurship in order to support the surrounding local communities with a festival and a general platform for product sales. By using an old warehouse we hosted a number of startups and SMEs providing them the administrative and marketing support necessary to develop their products and sell them.

DESIGNING THE FUTURE OF LIVING

AL MADINA A’ ZARQA – THE BLUE CITY

THE CHALLENGE

Help the Blue City to develop its positioning strategy and customer interactions over time

THE OUTCOME

A multi-awarded mixed use development to be developed into a real city to attract foreign investment for Oman and diversify its economy from oil

AWARD:

BEST MARKETING CAMPAIGN IN MIDDLE EAST & NORTH AFRICA – CITYSCAPE 2008

EXPERTISE:

Experience design
Cultural & Social Masterplan
Destination making
City marketing

FACTS & FIGURES:

Investment: $15b
Development: A new full city
Land: 32 km2
Beachfront: 16km
Target Population: 250,000
Job creation: 80,000
Clusters: Tourism, Education, Healthcare, Sports, Commerce
Masterplan: Foster & Partners

 

One of the rarest occasions, the birth of a new city on the global map provides for an opportunity to develop a place where people can live, work and play in a sustainable way.

Our involvement with this development has been from its first strategic steps and over a long journey of design, sales and restructuring.

Being the largest mixed use development in the GCC, we had to perform in depth research of the mixed use developments sector, locally, regionally and internationally, focus groups, ethnography and other tools in order to understand how the development can become a destination. The acquired data provided market input to the masterplan and provided the initial results to be used further as the city’s first assets. In parallel we developed the initial approach for the branding, promotional campaigns on a brand as well as properties level, including the city’s image to the media. Our focus has been on uniqueness, designing the storytelling with intent. For the launch of the project, a large scale event was designed using holograms and a platform in the sea for a light show.

This intensive effort led to the sales of 500 properties in 5 days in Oman and subsequent road shows in the GCC.

We also developed the Corporate Social Responsibility Program involving local entrepreneurship in order to support the surrounding local communities with a festival and a general platform for product sales. By using an old warehouse we hosted a number of startups and SMEs providing them the administrative and marketing support necessary to develop their products and sell them.

PROJECT PREVIEW

BLUE CITY BLUE CITY
BLUE CITY BLUE CITY
BLUE CITY BLUE CITY

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THE NEW THEATRE EXPERIENCE FOR DESTINATION BRANDING

 

 

 

THE NEW THEATRE


EXPERIENCE FOR


DESTINATION BRANDING

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THE NEW THEATRE EXPERIENCE FOR

DESTINATION BRANDING

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DESIGNING NEW VISITOR JOURNEYS
THAT DELIVER ON THE PROMISE OF AN ICONIC PLACE

CARAVAN STORIES

THE CHALLENGE

Create a special marketing experience that will put a new local destination on the map

THE OUTCOME

A reimagined open theatre experience for guests and tourists that rebranded the locality of the place at sawadi beach, Oman.

Our team engaged in in-depth research to understand the surrounding area, studied the topography, the habits of existing visitors, the current appeal and perceptions.

The newly designed development was looking to revive the quiet but iconic beach site and promote the place as a destination so that people can visit and love the area from early on before the actual development comes to life.

We performed ethnographic research with the residents of the existing local village, interviewed the families, understood their everyday life and culture. We created the profiles of all interested parties in the area, including the local authorities so that we unveil their real needs. We understood well the profile of the interested visitor, the target audience. Following our process, we created a number of design concepts and strategies for building an experience that rewards curiosity and sparks artistic and literary exploration. We prototyped a selection of them and upon testing them we saw a high correlation between visitors’ positive reactions and subsequent visiting intentions even before the project was materialized.

The reimagined local community and the overall place ultimately shifted the focus from selling products and boat trips to inspiring and building long-lasting relationships with visitors.

The final choice was to develop an open theatre approach towards destination marketing that would portray a new, effective identity. The graphic language had to be inviting, place focused and flexible. It should communicate its virtues: The love for Oman, the respect for the culture, the connection between the place and its surroundings. In order to communicate that the location is actually a part of the broader landscape we set up a virtual moving theatre that offers activities for its visitors, events, festivals, open cinema, that takes place for a number of months throughout the year. We connected the activities with background images of the various unique natural landscapes of Oman and made them part of the overall identity. Onsite outlets will be forming part of the same identity.
The village would become then a core player with the visitors, exhibiting its culture through new products, sales techniques, local folklore and festival and would blend its authenticity with the moments of the visitors to offer a real Omani experience.

DESIGNING NEW VISITOR JOURNEYS
THAT DELIVER ON THE PROMISE OF AN ICONIC PLACE

CARAVAN STORIES

THE CHALLENGE

Create a special marketing experience that will put a new local destination on the map

THE OUTCOME

A reimagined open theatre experience for guests and tourists that rebranded the locality of the place at sawadi beach, Oman.

Our team engaged in in-depth research to understand the surrounding area, studied the topography, the habits of existing visitors, the current appeal and perceptions.

The newly designed development was looking to revive the quiet but iconic beach site and promote the place as a destination so that people can visit and love the area from early on before the actual development comes to life.

We performed ethnographic research with the residents of the existing local village, interviewed the families, understood their everyday life and culture. We created the profiles of all interested parties in the area, including the local authorities so that we unveil their real needs. We understood well the profile of the interested visitor, the target audience. Following our process, we created a number of design concepts and strategies for building an experience that rewards curiosity and sparks artistic and literary exploration. We prototyped a selection of them and upon testing them we saw a high correlation between visitors’ positive reactions and subsequent visiting intentions even before the project was materialized.

The reimagined local community and the overall place ultimately shifted the focus from selling products and boat trips to inspiring and building long-lasting relationships with visitors.

The final choice was to develop an open theatre approach towards destination marketing that would portray a new, effective identity. The graphic language had to be inviting, place focused and flexible. It should communicate its virtues: The love for Oman, the respect for the culture, the connection between the place and its surroundings. In order to communicate that the location is actually a part of the broader landscape we set up a virtual moving theatre that offers activities for its visitors, events, festivals, open cinema, that takes place for a number of months throughout the year. We connected the activities with background images of the various unique natural landscapes of Oman and made them part of the overall identity. Onsite outlets will be forming part of the same identity.
The village would become then a core player with the visitors, exhibiting its culture through new products, sales techniques, local folklore and festival and would blend its authenticity with the moments of the visitors to offer a real Omani experience.

PROJECT PREVIEW

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GROWING OUR FUTURE TOGETHER

 

 

 

 

GROWING OUR FUTURE


TOGETHER

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GROWING OUR FUTURE TOGETHER

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DESIGNING A FESTIVAL EXPERIENCE THAT STRENGTHENS THE LOCAL ECONOMY

AGRICULTURAL FESTIVAL

THE CHALLENGE

Design a program that builds on the pillars of culture, economy, environment and society to stimulate internal tourism

THE OUTCOME

A new system that promotes pride, heritage and omaniness and establishes a whole new network of businesses to sustainably flourish the local economy

Growing our Future Together’ has been a great example about how change management can turn a fertile rural area into a cultural destination.

After extensive research in Al Dakhiliyah region, exploring roots, heritage, trends, strategic goals, unmet needs, we developed a program that would position Jebel Akhdar as a domestic destination and would promote the local communities based on the four pillars of Culture, Economy, Environment and Society. The Festival aimed to help the local communities to prepare to welcome sustainable growth by making them part of the change through synergies, training and support. It is a celebration of the agriculture potential, local crafts and traditions of Dakhiliyah and Jebel Akhdar through a public display of what the region can offer. The program included the training of local SMES on packaging, marketing and sales techniques.

VISUAL IDENTITY

The branding of the Festival was created with the local cultural wealth in mind.
References from the surrounding nature were illustrated in rich and colorful shapes to be used on merchandising products, business directory, business cards and the communication material of the Festival.

THE FESTIVAL AS A SYSTEM

Three Gardens, each one with its distinct character: A Botanical Garden with Agro Display, The Market with local products and workshops, The Heritage Corner for traditional activities.

 

A number of stands blend with the natural surroundings and enhance the storytelling for the public making for a pure and genuine Omani experience.
The festival is designed in a way that maximizes the free flow of visitors creating an experience at each corner.
Corporate Social Responsibility is at the core of the Festival System attracting supporters and stakeholders who turn it into a solid sustainable program.
The result had an impact on the livelihood of the people of the area and inspired subsequent programs for other rural economies.

DESIGNING A FESTIVAL EXPERIENCE THAT STRENGTHENS THE LOCAL ECONOMY

AGRICULTURAL FESTIVAL

THE CHALLENGE

Design a program that builds on the pillars of culture, economy, environment and society to stimulate internal tourism

THE OUTCOME

A new system that promotes pride, heritage and omaniness and establishes a whole new network of businesses to sustainably flourish the local economy

Growing our Future Together’ has been a great example about how change management can turn a fertile rural area into a cultural destination.

After extensive research in Al Dakhiliyah region, exploring roots, heritage, trends, strategic goals, unmet needs, we developed a program that would position Jebel Akhdar as a domestic destination and would promote the local communities based on the four pillars of Culture, Economy, Environment and Society. The Festival aimed to help the local communities to prepare to welcome sustainable growth by making them part of the change through synergies, training and support. It is a celebration of the agriculture potential, local crafts and traditions of Dakhiliyah and Jebel Akhdar through a public display of what the region can offer. The program included the training of local SMES on packaging, marketing and sales techniques.

VISUAL IDENTITY

The branding of the Festival was created with the local cultural wealth in mind.
References from the surrounding nature were illustrated in rich and colorful shapes to be used on merchandising products, business directory, business cards and the communication material of the Festival.

THE FESTIVAL AS A SYSTEM

Three Gardens, each one with its distinct character: A Botanical Garden with Agro Display, The Market with local products and workshops, The Heritage Corner for traditional activities.

A number of stands blend with the natural surroundings and enhance the storytelling for the public making for a pure and genuine Omani experience.
The festival is designed in a way that maximizes the free flow of visitors creating an experience at each corner.
Corporate Social Responsibility is at the core of the Festival System attracting supporters and stakeholders who turn it into a solid sustainable program.
The result had an impact on the livelihood of the people of the area and inspired subsequent programs for other rural economies.
The result had an impact on the livelihood of the people of the area and inspired subsequent programs for other rural economies.

PROJECT PREVIEW

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illustrations source: SLAB

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A GROWTH STRATEGY FOR INNOVATION

 

 

 

 

A GROWTH STRATEGY


FOR INNOVATION

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A GROWTH STRATEGY


FOR INNOVATION

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INCUBATING IN COUNTRY VALUE

MUSCAT INNOVATION PARK

THE CHALLENGE

Create a strategy that will grow the technology park into a major player in the region and abroad

THE OUTCOME

A big picture flexible program that brings opportunities for businesses that create national intellectual property as well as attract major companies as pillars and engines for growth

Muscat Innovation is a new technology park and incubator under the responsibility and guidance of the Research Council, Oman.

Being involved since the conceptual phase, the Omni Studio designed the marketing strategy and communications plan together with some perspective collaterals. We performed in depth research in the region and abroad and delivered the international competitive positioning and communications of the Park across all its phases of development.

INCUBATING IN COUNTRY VALUE

MUSCAT INNOVATION PARK

THE CHALLENGE

Create a strategy that will grow the technology park into a major player in the region and abroad

THE OUTCOME

A big picture flexible program that brings opportunities for businesses that create national intellectual property as well as attract major companies as pillars and engines for growth

Muscat Innovation is a new technology park and incubator.
Being involved since the conceptual phase, the Omni Studio designed the marketing strategy and communications plan together with some perspective collaterals. We performed in depth research in the region and abroad and delivered the international competitive positioning and communications of the Park across all its phases of development.

PROJECT PREVIEW

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