Al Wa’ab City. Rebrand

Dynamic branding for a new city in Doha

Posted by Mohammed Zubair

We knew the results their strategic approach to branding could deliver. A successful brand requires more than a revamped logo, it demands a vision that inspires customers, investors, and others to see the company in a new light. This is why we chose Unisono. This second international award for our brand proves the power of our partnership - it's another excellent result.

Sheikh Nawaf Nasser Bin Khalid Al Thani. Chairman.

Challenge

With an industry reeling from a global financial crisis, Al Wa’ab brand required a total rethink. The over-arching concern for the brand owners was how to restart the project after stalling due to many factors including, poor project and brand management, positioning and disconnected marketing – which was aimed firmly at a niche which was no longer a viable segment.

Solution

Our interviews with sub-developers told us some key things: they were looking to make their mark on their projects but were loathed to pay creative agencies the fees required (!) and they wanted to invest their time in projects with a clear, unambiguous offer which has a well research audience for potential end buyers. They didn’t want similar looking, poorly positioned ‘pipedreams’. After discussions and workshops with key stakeholders in the brand we came up with a radically different core philosophy and positioning.

Result

Brand won ‘Silver’ at Transform Euro as well as ‘Distinction’ at Rebrand 100 2013 and was featured in ‘LogoTalk 2013’ book by Art Power Publishers as well as winning plaudits in local and regional press. Relaunch of the brand had major impact on the Doha market as well as gaining unprecedented attention from developers at Cityscape, Doha. Key signings of new sub-developers helped the previously stalled development get firmly back on track.