CAMPAIGN Archives - The Omni Studio

A NEW CITY DEVELOPMENT TO DIVERSIFY THE ECONOMY

May 17, 2018

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:

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.

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

PROJECT PREVIEW

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A USER CENTERED APPROACH TO BRAND DESIGN

Feb 4, 2018

A USER CENTERED

APPROACH

TO BRAND DESIGN

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A USER CENTERED APPROACH

TO BRAND DESIGN

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HOW TO CONNECT BUSINESS VIABILITY
WITH SPECIAL EXPERIENCES TO ACHIEVE SOCIAL IMPACT

CANADIAN JEBEL K9

THE CHALLENGE

Design a brand identity and a user experience that will promote the brand and have social benefits

THE OUTCOME

A first of its kind charity festival in Oman that brought the right positioning and recognition for the training center

Canadian Jebel K9 is a training center and 5* pet resort with a contemporary philosophy towards dog rescue and protection that lies on a unique natural setting at Al Rumais on Batinah Coast, Oman.

After a massive expansion, the center was in need of a new effective visual identity. The new graphic language had to be serious, dog focused and flexible. It should communicate the center’s virtues: The love for dogs, the work on dog rescue, the long standing experience of the center in training. We studied the needs of the local society and how they respond to dog and animal rescue. We did extensive research on the tolerance of the culture and how this would affect the attraction of sponsorships for the event. Eventually, it became prevalent that a user experience that showcased the emotions and practicalities of dog socialisation would be what people need.

In order to communicate that the center is actually a part of the rescue mission in the broader community we set up the charity event concept ‘canines for cause’ together with its visual identity, merchandise and production of the event for a number of consecutive years. The center’s multiple needs are covered with the visual identity of the training center and the rescue organisations. The event made a huge impact on the success of the center with more than 300% increase in business sales.

HOW TO CONNECT BUSINESS VIABILITY
WITH SPECIAL EXPERIENCES TO ACHIEVE SOCIAL IMPACT

CANADIAN JEBEL K9

THE CHALLENGE

Design a brand identity and a user experience that will promote the brand and have social benefits

THE OUTCOME

A first of its kind charity festival in Oman that brought the right positioning and recognition for the training center

Canadian Jebel K9 is a training center and 5* pet resort with a contemporary philosophy towards dog rescue and protection that lies on a unique natural setting at Al Rumais on Batinah Coast, Oman.

After a massive expansion, the center was in need of a new effective visual identity. The new graphic language had to be serious, dog focused and flexible. It should communicate the center’s virtues: The love for dogs, the work on dog rescue, the long standing experience of the center in training. We studies the needs of the local society and how they respond to dog and animal rescue. We did extensive research on the tolerance of the culture and how this would affect the attraction of sponsorships for the event. Eventually, it became prevalent that a user experience that showcased the emotions and practicalities of dog socialisation would be what people need.

In order to communicate that the center is actually a part of the rescue mission in the broader community we set up the charity event concept ‘canines for cause’ together with its visual identity, merchandise and production of the event for a number of consecutive years. The center’s multiple needs are covered with the visual identity of the training center and the rescue organisations. The event made a huge impact on the success of the center with more than 300% increase in business sales.

PROJECT PREVIEW

canines-for-a-cause-Jk9

canines-for-a-cause-Jk9 (2)

jk9-logo

jebel-k9-website (2)

jebelk9-canines-for-a-cause

canines-for-a-cause

tnr

canines-for-a-cause-Jk9

Gk9

Jk9

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YANNI LIVE – DOHA

Jan 21, 2018

YANNI

LIVE – DOHA

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YANNI

LIVE – DOHA

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AN INNOVATIVE COMPOSER BECOMES A TRUE GLOBAL ARTIST

YANNI LIVE – DOHA

THE CHALLENGE

Creating a unique concert experience at the Qatar National Convention Center

THE OUTCOME

A culturally immersed concert embracing the acoustic needs of a global audience

The famous Greek pianist came to Doha for a live performance. Part of organizing the event at the Qatar National Convention Center we were asked to assist with coordinating and securing sponsorships.

Yanni, famous for using the musical shorthand that he developed as a child, blending jazz, classical, soft rock, and world music to create predominantly instrumental works has performed once again his innovative music in Doha. Although this genre of music was not well suited for commercial pop radio and music television, Yanni received international recognition by producing concerts at historic monuments and by producing videos that were broadcast on public television. Yanni popularized the combination of electronic music synthesizers with a full scale symphony orchestra. He has employed musicians of various nationalities and has incorporated a variety of exotic instruments to create music that has been called an eclectic fusion of ethnic sounds. Influenced by his encounters with cultures around the world, Yanni has been called a “true global artist” and his music is said to reflect his “one world, one people” philosophy.

AN INNOVATIVE COMPOSER BECOMES A TRUE GLOBAL ARTIST

YANNI LIVE – DOHA

THE CHALLENGE

Creating a unique concert experience at the Qatar National Convention Center

THE OUTCOME

A culturally immersed concert embracing the acoustic needs of a global audience

The famous Greek pianist came to Doha for a live performance. Part of organizing the event at the Doha Convention Center we were asked to assist with coordinating and securing sponsorships.

PROJECT PREVIEW

Yanni-Live-in-Doha

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LAUNCHING A LOCAL LUXURY BRAND

Jan 21, 2018

LAUNCHING

A LOCAL LUXURY BRAND

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LAUNCHING

A LOCAL LUXURY BRAND

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DESIGNING STRATEGIES FOR A VENTURE THAT REDEFINES
HOW VISITORS ENGAGE WITH LOCAL PRODUCTS

OMANUM EMPORIUM

THE CHALLENGE

Help Omanum Emporium build a venturing strategy for its first of its kind brand of authentic, sustainable local products.

THE OUTCOME

A refined brand vision, strategy and identity across channels, as well as a website and a suite of physical products.

Dealing with trading authentic local products can often be a big venture with unpredictable factors such as availability and commercialization of products, authentication of suppliers etc.

Starting this enterprise from the beginning with a luxury brand approach that has not been done before can be overwhelming. A brand that should feel authentic and familiar to the customer either local or visitor. The Omni Studio worked with Omanum to design a system that brings the final products to the market within a few weeks of their production. The products are of the finest quality, sourced from the best suppliers and authenticated for every market required. All local, all sustainable.

Aiming to establish a brand worth of such a vision, we researched into the history of Oman, studied the culture and habits of the previous local civilizations, immersed into the current perceptions of other local products, performed ethnographic research to understand what customers really want from their local products. We also looked into the perspective of the visitors to Oman, we took an angle of designing the products as take away souvenirs and what today tourist’s real need is when purchasing from a local shop.

The design of the brand reflected its true, historic identity: Omanum Emporium, “The marketplace of Oman”, as described on Claudius Ptolemy’s map of Arabia Felix, was the trade centre of Middle East where merchants on the Incense route would stop to trade their delicacies on their way to Mediterranean Empires. We launched Omanum Emporium brand on the occasion of the celebration of His Majesty Sultan Qaboos bin Said 45th National Day.

The first dedicated gift box would contain Sidr honey, which is considered the most expensive and precious honey in the world. A variety of honey so rare, challenging in gathering and a noble gift of ancient times, that rightfully endows it as “royal honey”. Omanum aims to showcase the best of Omani grown products to the world, packaged in a luxurious way and based on the purest ingredients.

DESIGNING STRATEGIES FOR A VENTURE THAT REDEFINES
HOW VISITORS ENGAGE WITH LOCAL PRODUCTS

OMANUM EMPORIUM

THE CHALLENGE

Help Omanum Emporium build a venturing strategy for its first of its kind brand of authentic, sustainable local products.

THE OUTCOME

A refined brand vision, strategy and identity across channels, as well as a website and a suite of physical products.

Dealing with trading authentic local products can often be a big venture with unpredictable factors such as availability and commercialization of products, authentication of suppliers etc.

Starting this enterprise from the beginning with a luxury brand approach that was not done before can be overwhelming. A brand that should feel authentic and familiar to the customer either local or visitor. Omni worked with Omanum to design a system that brings the final products to the market within a few weeks of their production. The products are of the finest quality, sourced from the best suppliers and authenticated for every market required. All local, all sustainable.

Aiming to establish a brand worth of such a vision, we researched into the history of Oman, studied the culture and habits of the previous local civilizations, immersed into the current perceptions of other local products, performed ethnographic research to understand what customers really want from their local products. We also looked into the perspective of the visitors to Oman, we took an angle of designing the products as take away souvenirs and what today tourist’s real need is when purchasing from a local shop.