ShababZi brand creation

x

We were enlisted by the x Group to launch a new brand for a platform with the goal of being the definitive Gen-Z destination for the Middle East. Devised entirely from scratch, the project leveraged our expertise in branding for content platforms and streamers across the whole spectrum of brand touch points.

Before kick off, we worked with Gen-Z experts from the region to establish a clear strategy for success. One of the main outtakes to inform the approach was that the target audience had an eye on the west but were proudly focussed on their ‘voice’ in the region and the world stage. They demand to have the best in design and opinion, incorporating western aesthetics and points of view, but combine it with an authentic embodiment of their home region.

A generational fascination with ‘personalisation’ was leveraged around a concept of stickers and adding one’s personal stamp to things. Given the platform has such broad depth of subjects, a reductive brand system and architecture was designed around colour and capsule shaped brand device. Cursive and elegant Arabic and Roman typography systems were designed and crucially an enhanced motion toolkit and mouth-watering CGI idents were created to arm in-house teams with quick and simple ways to brand or build content for stunning efficacy.