The goal of the diversification is to future proof the business. Today, AlYaum is known as a daily newspaper of the same name, not a diversified holding. The newspaper dominates the Holding’s brand reputation and perception to the extent that it may influence the Holdings ability to diversify.
We gave the brand a clear purpose, defining how the whole organisation can add value and at the same time begin shifting the perception that AlYaum is just a newspaper
We changed the Holding’s identity and visual system to reflect the new brand purpose – sparking conversations, connections and commerce. The identity itself pays homage to the brands heritage and reputation but the design has been brought bang up to date. The visual system has the flexibility to stretch across the different businesses in the Holding, creating varying levels of association as needed.
Transform Awards 2015
- Silver > Best brand architecture
- Bronze > Best brand evolution