Express your colour Color is a powerful mode of expression and in the branding realm it can be effectively used to convey

key characteristics and brand attitude. Zaman can help you identify the color of your brand to ensure it conveys the attitude and mood that meets your objectives. Orange you glad were ready to help you color your world? Many consumer brands try to own a color in their customers minds. Think of Orange. Pepsi turned blue when it realized that it couldnt own the red that Coca-Cola was exploiting. But Pepsi didnt just change the color of its packaging, it worked on developing stylized blue images for video renderings and advertising. Specific colors are also often aligned to particular products. For instance, chocolate brands tend to stick to rich, deep colors with nuances of gold and brown. Environmental products tend to gravitate towards blue and green tones. Corporate colors generally revolve around dark blue - consider JP Morgan, AIG, Credite Suisse and European Union. Recent trends have paired dark blue hues with silver or dark grey for environmental branding. Some companies deliberately chose not to associate their brand with a specific color. Instead, they use color intensity to differentiate themselves. Britains Tate Gallery and Dubais Bastakiya have adopted this approach, enabling them to adapt their operations and the events they host to a particular hue. In developing Dubais Bastakiya brand, Zaman developed a vibrant color palette that would contrast with the backdrop of the neighbourhoods muted architecture. Color choice can be a very scientific process. More importantly, how it is applied, translated into imagery and finishing can be quite an intricate exercise.

Do Brands Matter?
There is a lot of speculation on the fate of brands during the economic downturn. Many say they wont sustain themselves. Some go further and are questioning the meaning of luxury in adding happiness to peoples lives. To a certain extent, I agree. When was the last time you went shopping for shoes with a particular brand in mind? Or considered only the hotel chain that you liked when you travelled to a new city? Now that things are tough, people will become pickier and less loyal. I believe that brands were losing their lustre well before the economic crisis. There were too many of them that didnt work hard enough to differentiate themselves and several were no longer relevant. Yet, between choosing to fly on Emirates Airlines and Air Canada I choose Emirates. Between buying a property developed by Nakheel vs Emaar, I choose Emaar. Between working on Mac vs Toshiba, I choose Mac. Middle Eastern brands are particularly vulnerable. Many missed the opportunity to focus on quality in the name of growth and sacrificed their integrity. They lost their raison detre among employees and customers. Which Middle Eastern brand has invested in creativity to create a happy workplace and build trust? Todays 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. Theyre 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.

Grace Yacoub Zaman Founder

Zaman devised a vibrant color palette that would contrast with the backdrop of the neighbourhoods muted desert sandcolored architecture, merging modern design with a treasured past.

Bringing a link to the past to life

Zaman helped animate the soul of Dubai among residents and tourists by establishing AlBastikiya as a hub for the arts. Bringing a link to the past to life AlBastakiya is one of Dubais most treasured historical sites. Overlooking the Dubai Creek, sea-stone walls combine with traditional wind towers, narrow alleyways, leafy courtyards and distinctive architecture to capture the traditional essence of Arabian culture. Zaman worked closely with the client to mastermind and implement a vibrant recreational concept that heightened awareness and effectively merged with the natural beauty of the site to attract residents and tourists, elevating the site from a local neighbourhood to an international tourist attraction. Through the institution of curatorial programs, merchandising activities, zoning development and information centres the site was transformed into an artistic hub and a living link to the past featuring a mix of art venues and galleries, boutique hotels, specialty shops and restaurants. A year-round programme of art fairs and special events and rare opportunities to watch resident artists working in-studio helps introduce the regions emerging contemporary art scene.

AlBastakiya graceful authenticity

AlBastakiya a new perspective on Dubai

AlBastakiya history in the making

AlBastakiya where hidden spaces beckon

AlBastakiya promising different perspectives

AlBastakiya texture in every detail

AlBastakiya an organic art scene

AlBastakiya so close yet a world away

AlBastakiya playing with light and shade

AlBastakiya graceful authenticity

The goal was to uphold the dignity of AlBastikiyas traditional past while introducing an element of rebirth and renewal. We guided its transformation from a local neighbourhood to an international destination by creating an intriguing blend of artistic merit and historical traditions.
Grace Yacoub, Zaman Founder

Corporate Merchandising To help promote the new tourist destination a series of branded gift items were launched. These included attractive postcard sets carefully packaged to communicate the brand essence blending the old and new. Getting the Media on Board Zaman designed and produced press kit materials distributed during the media launch, which included a specially designed folder, a series of postcards, a CD and slip case, and a branded note pad. Integrating the Look The stationery suite reflects the fresh, vibrant contemporary aspect of the brand. Corporate folders were printed on recycled brown corrugate stock to evoke the traditional image.

The C is a sophisticated, exclusive up-scale brand. Limited partnership opportunities enhance The Cs brand value. A brand reserved for la crme de la crme. Limited access unlimited value.

A Defining Brand for Sophisticated Connoisseurs

The C is an exclusive second-home ownership program like no other. Zaman steered the concept from development through to the creation of a sophisticated, classic brand that epitomizes luxury living in world-class settings. An elite partnership for 50 discerning individuals, The C Collection offers members a collection of 18 luxury homes, in world-class cities. Each property has an element of edge and surprise, that combines with unparalleled service touching every aspect of travel. But, more importantly, members gain a direct equity stake in the portfolio. Luxury and exclusivity were patent. The challenge was to express them with supreme sophistication.

Luxury Composed The C targets a niche, high-end market, and its identity articulates accordingly, evoking classical yet chic sophistication. Free of complication, bold yet graceful The Cs brand identity is designed to be used everywhere, from business cards to portable computer flash cards. Strong tones and silken textures create striking contrasts that accent the brands elegant sophistication.

Packaging that Commands Attention A core brochure combined with a multimedia presentation and the first of the property booklets, stylishly wrapped in an immaculate awe-inspiring box design. Carefully selected materials, images and music combine to capture the attention of potential partners. The invitation to ownership embodied The Cs exclusive luxury brand proposition in a manner few can rival. Supreme Sophistication A rich portfolio of world-class properties choreographed to satiate ones yearning for the ultimate in luxury living. Exclusive properties infused with the lure of adventure, romance, sophistication and intrigue tastefully portrayed and packaged to inspire desire. Inspiring Dreamscapes For those who aspire to chic travel experiences, The C awaits. Through a luxurious publication and sensuously designed website that embrace exacting attention to every minute detail in quality design and production, Zaman reinforced the very essence of The C. These exclusive products were delicately designed and vigilantly scripted inspiring readers to live their dreams through The C.

Aamer Alfahim, Booyoot Co-founder

CORYS Hidden Assets Buoyed by Valuable Expertise

The company, which specializes in marketing and manufacturing pipelines and industrial products sought to move away from its former branding approach, which was to closely align itself with UK-based Hepworth, whose products it distributes locally throughout the MENA region. It also manufactures products locally, under license from Hepworth. The new brand name was derived from the mythical Corys River, which legend claims an ancient Arab King used to transport goods deep into the desert. CORYS pipelines transport or encase everything from water to gas, sewage to telephone cables, power supplies to television and radio signals throughout the GCC region. CORYS plays a critical role in moving things from one place to another. To develop a strong brand it was essential to elevate the value of its role, despite the fact that its products are essentially underground assets hidden from view. Effective pipeline installation is a critical factor for project success and clients depend on CORYS to deliver that value.
Developing a Prized Techno-Industrial Image Transforming the companys existing look into a modern statement with strong echoes of the very business it drives, was the route Zaman used to update and strengthen CORYS market presence. The brand names stylization was derived from an industrial and techie-looking font that echoed the round, tubular piping CORYS is famous for throughout the GCC. It was then modified and refined to reflect the precision of CORYS products. It is a bold self-contained characterization of the brand in itself. A green and silver colour scheme, reinforced CORYS commitment to environmentally-friendly solutions and underscored its brand value of durability. The deep green hue communicates sustainability, growth, stability, harmony and reliability while the silver was chosen to depict its products industrial precision and represent technology, innovation, efficiency, utility, strength and stability. The color palette includes one shade of green, two shades of silver complemented by black and white.

Introducing the Brand and its Product Range CORYS corporate brochure was designed to provide a sound overview of its wide range of products. It included a series of product fact sheets that were made aesthetically appealing by combining tight, personal images of its products with a comprehensive overview of their technical specifications. The brochure sought to provide an expansive overview of the quality products CORYS markets and manufactures. As a leading supplier throughout the MENA region, it aimed to provide potential client in a range of industrial sectors with important details that would help them appreciate the breadth of CORYS product line and extensive experience supplying reliable products to the regions construction sector.

A New View on Industrial Fittings The CORYS calendar integrated CORYS products into everyday situations with a creative twist. Striking visuals helped convey the practical value of CORYS products and communicate their brand values of durability and precision. Using a pipe joint as the curved periscope of a submarine, a huge pipe as the base for a lighthouse and the distinctive style of specialized pipe fittings that resemble the shape of a desert cactus in a Arizona style desert setting provided intriguing and attractive imagery for what for many, may at first glance, seem to be rather dull and boring products. By enabling clients to see the product from a new angle, Zaman generated a provocative and visually appealing gift item that added a new dimension to the CORYS brand and generated a new appreciation for their value. Whimsical, casual and fun the product delivered a creative jolt to clients helping them appreciate and react to the CORYS brand. We were confident the approach would stimulate a reaction. People would see the images and comment, Hey, thats pretty neat... or Its a very realistic portrayal, says Senior Designer Ranjith Ramadasan.

Website Zaman implemented a major revamp of CORYS existing Hepworth-based website. The new site includes a comprehensive portfolio of products. The overall look and theme of the website complemented the new brand values, color scheme and focus on international standards. Positioning CORYS well ahead of its competitors.

Honouring the Brands Identity To ensure the new brand was appropriately managed and applied to a range of communications products and approaches from business cards to letterhead, fact sheets to corporate brochures, website environments to print advertising, Zaman developed a comprehensive guidelines manual. The manual provided clear guidelines on the use of the companys new graphic identifier and how to incorporate it in a variety of settings. Whether using the graphic identifier in an electronic environment or on the side of a company truck transporting its products, the manual ensured the logo was appropriately and effectively applied to the situation.

Identifying a niche role that would accelerate HBGs growth trajectory required intensive research and strategising. Its experienced team members, who offer extensive regional and cultural understanding enable them to do more for clients than average private equity firms. Zaman worked with HBGs management to re-define its core strengths and position it above its competitors.
Graphic Identity HBGs ability to mastermind strategic links across the MENASA region and forge strong, stable partnerships was central to its identity. The letter H was designed to resemble a bridge pillar, offering strength and stability and its capacity to connect. Part of the letter becomes larger, representing a pillar of strength representing HBGs investment strength. Gift Items Zaman selected products that reinforced HBGs ability to make strategic connections. From branded USB keys in the form of calling cards to travel tags and an executive game that focused on making links, the products echoed the brands core strengths.

Communicating HBGs adeptness at aligning ambitions and bridging businesses to facilitate stability and development was central to its brand positioning. The firms solid regional knowledge and extensive network of powerful relationships helped define its competitive edge.
Grace Yacoub, Zaman Founder

Advertising Bridge imagery was used to graphically communicate HBGs strength and ability to link and connect people to opportunities and opportunities to success. HBG is the bridge that will enable investors to achieve their financial goals and personal dreams. The image used was carefully selected to echo the brands visual identify and its pillar imagery.

Kalimat
Kalimat, Sharjahs newest childrens book publishing company, was launched at the Sharjah Book Fair with a VIP and media reception and a significant presence at the Fair. Its exhibition stand, featured animal characters from its childrens publications silhouetted against a coloured light backdrop and featured a story-telling corner staffed by its publications authors. Its launch was preceded by an extensive print advertising and poster campaign, aimed at encouraging locals to explore its offerings at the Sharjah Book Fair. Kalimats website features an interactive, animated website that brings its book characters to life. Future plans for the site include development of educational reading games and online ordering facilities. Kalimats adorable book characters are instantly loveable and are used to encourage youngsters to value the art of reading.

Mowgli
Mowgli, a UK-based charitable incorporated organization, links mentors from the developed world with mentees from the developing world to promote entrepreneurship. The brand name is based on the principal character in Rudyard Kiplings Jungle Book, who, through a series of real life situations and the support of various mentors comes to understand life and the laws of the jungle.

GALLERY

Zaman sought to develop the brand name in a manner that highlighted connectivity of different elements. The multi-coloured approach enabled it to portray various parts with different values each with individual merit joining together to create a sound, effective whole. The energy of each individual letter alongside the next in line, creates an energy that empowers and supports the whole. Just as Mowglis mentoring community will combine with mentees from undeveloped nations to inspire and generate entrepreneurial success stories that facilitate economic independence.

Count the days with Zaman!

Zamans 2009 calendar is a work of art. Following the footsteps of the 2008 edition, the calendar features a dozen unique abstract designs in a range of colours. What makes it more intriguing that the previous edition is the fact that each image has strategic cuts so the design and colour of the card placed behind it add an entirely new dimension to the look. We wanted it to function a bit like a kaleidoscope with a wide range of artistic possibilities. Like Zaman, its creative edge knows no bounds. Because the design is square you can change the look by changing the way you place the card into the frame, and the card behind it as well its kind of fun and a great way to make a statement, says Zaman founder and CEO Grace Yacoub.

Mejreno, Creating Passion around seafaring traditions

The Mejreno Marine brand was built around the Arab worlds seafaring tradition. Its graphic identity combined an Arabic design with elements evoking water and discovery in blue and white. This Dubai-based boat manufacturer, was inspired by its owners personal marine exploration experiences. Zaman communicated the Mejreno Marine story by developing an aura around Sheikh Sultans persona, personal adventures and passion for marine life and discoveries. Stationary Suite The blue and white stationary suite evokes the seafaring tradition in color and design, offering a purpose-driven style that echoes the precise, reliable products Mejreno Marine is developing. Business Cards The Mejreno Marine brand tells the story of exploration everywhere it is applied. Images of the mejreno algae, discovered by Sheikh Sultan, are printed on the back of its business cards to generate curiosity and evoke interest in the story behind the brand. Creative use of colour and design helped achieve a look that is uniquely daring with an air of enthusiasm and intrigue.