Challenge

The objective of the project was to create a strategic commercial brand.

Solution

Brand Audit, Research, Workshop Facilitation, Brand Strategy, Creative Expression, Brand Guidelines, Brand Deployment, Brand Engagement

BRAND ESSENCE

'People First'

When we look at the essence of RAK Maritime City, we need to first look at what makes a city. This is first and foremost 'the people'. Without people, there is no life and soul. No interaction. No enterprise, drive and determination.

UNIQUE SPIRITUAL PROPOSITION

'Be Real'

We all like to interact with people and situations that are real. In our social groups. we look to align ourseves with those who we think of as 'real'. We enjoy the company of such people. Companies should be no different. As we have already discussed, emotions are the key to a successful brand. So, what do we mean when we refer to 'real'. How do we define the term 'real'?

In the context of RAK Maritime City, we are referring to the learning and experiences that take place in an actual organisation. It is the acquisition of useful skills that have every-day significance. RAK Maritime City offers real opportunities. No smoke and mirrors. No complex administration procedures. No illusive paper chains and hidden processes. We are down to earth and easy to deal with. We are real people operating in a real world of business. We understand the intrinsic needs of business around the world. We help define the lives of our potential business partners by offering solutions that live in a very real world. It is this ability that sets us apart from the competition. The proposition of 'be real' takes a great idea that truly translates into a financially sound business opportunity.