SAMAR MAAKAROUN

Abu Dhabi Media
— Portfolio Rebrand with Pentagram



Brand identity and brand architecture
London / 2017-2019
With Pentagram  and Angus Hyland



       
Abu Dhabi Media holds a portfolio of 22 brands across TV, radio and publishing and broadcasts all over the Middle East.
Over two years, I led the creative team at Pentagram to rebrand the full portfolio, creating a new brand identity, brand strategy and brand architecture made to reflect the vision of ADM: build a coherent, audience-centric, sustainable brand for the 21st century.
We proposed 6 design routes for the mother brand, all of which answered the brief, taking forward one of these routes in January 2017, following the approval of the board.

The concept puts the the brand idea at the heart of the identity:
Abu Dhabi Media — The UAE Gateway,

The design is a dynamic device that flexes and expands through its descenders and kashidas; creating a space through which viewers experience the culture and content and putting the UAE culture and community at the centre of the brand.
A bespoke bilingual typeface with an alternate character set, in regular and bold, unified the voice of the portfolio and connected the mother brand to all its properties.
We redesigned all 22 properties, and worked with third parties for specialised on-air packages, as well as print packages. All the work, maintained a unified voice, through different interpretations of the gateway brand idea, applied in print and digital.
 

Majid TV and magazine





Stills from TV idents created for Majid TV
in collaboration with Art & Graft




Guideline documents created for Majid combining 
TV and magazine styles 




Majid Magazine design 
created in collaboration with Safar Studio 


Ithihad Newspaper 




Althihad masthead designed for ADM
Newspaper package in collaboration with Omnia


Abu Dhabi Sports




Stills from AD Sports idents 
in collaboration with Nomad Studio









Contact:
samar@rightoleft.co.uk
samarmaakaroun@icloud.com

Copyright © 2021 Right to Left Ltd