A fresh perspective on the Middle East

The National is a daily, English-language newspaper published in Abu Dhabi. Following its acquisition by International Media Investments (IMI), a subsidiary of the Abu Dhabi Media Investment Corporation (ADMIC), it underwent a complete organisational change and engaged Omnia to conduct a full rebrand initiative – a rare opportunity for any brand consultancy.

The challenge

On its launch in 2008, The National was a symbol of journalistic progression in the region, a publication created to own the regional narrative and champion national development. Almost a decade on, and it was time to bolster that agenda with a renewed sense of purpose and a fresh brand identity that was fit for the modern media landscape and aligned to its new business goals.


  • Competitive landscape review
  • Internal stakeholder research
  • Workshop with senior stakeholders
  • Brand platform and positioning
  • Identity development
  • Touchpoint creation
  • Guidelines

Our research and discovery process included a collaborative workshop where we worked with the senior team at The National to build the new brand platform. This involved identifying the core brand dimensions such as the publication’s rational and emotional benefits, personality and attributes. With these elements agreed, we articulated a brand essence and positioning statement to complete the platform and provide the strategic direction for the new brand identity.


Directly inspired by the contents of the brand platform, The National’s new identity represents its bold intent to challenge perspectives of, and within, the region. We created the logo using brackets and quotation marks that are not only contextual, they’re also symbolic of the publication’s promise to bring context and clarity to its reporting. This was brought to life further in the overall visual language. Critically, Omnia needed to create a brand identity that was flexible and appropriate for the variety of places it would appear, from the newspaper itself to social and digital content.

To support the brand’s relaunch, Omnia provided a comprehensive suite of launch materials and touchpoints including everything from stationery to the interior office schemes and website look and feel.

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The National

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