Positioning sprint
Workshops and market review that produce one written page: who you are for, what you claim, and what you will stop saying.
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Service 06
PR & Branding
A brand is what people say about you when you are not in the room. We build the identity, the position and the media presence that make those sentences worth repeating.
The problem we solve
What this is
Dubai is a crowded market with short attention. Dozens of companies in your category say almost the same sentence about quality, trust and innovation, in almost the same typeface. Nobody remembers any of them.
We start with the uncomfortable question of what you are actually better at, build a position on the honest answer, and then dress it properly: a name and identity system, a voice in two languages, and a plan for who should be writing about you.
Typical result: a brand that is recognised, trusted and remembered.
Fit
Who this is for
A good fit if
- New companies that need an identity, a name system and a launch, in that order.
- Established businesses whose brand still looks like the company they were ten years ago.
- Companies entering the UAE market that need to be credible in Arabic from day one.
- Businesses adopting AI that must explain the change to clients and to their own staff.
- Teams whose marketing looks different on every channel because nobody wrote the rules down.
Probably not yet if
- The business proposition itself is unclear; a logo will not decide it for you.
- You want a redesign to avoid a conversation about the product or the service.
- Nobody senior will attend the sessions where the positioning is actually decided.
If one of these is true we will say so in the first call, and tell you what to fix first.
Engagement
How we can work together
Identity system
Name, logo, bilingual typography, colour, photography direction and a usable guideline your suppliers can follow.
Launch and PR
A campaign with a date: assets, media relations, events and the AI-assisted monitoring of what is said afterwards.
Brand retainer
A monthly guardian of the brand: templates, reviews, campaign design and reputation reporting.
Every engagement starts with a free consultation and a written proposal. Scope, price and the measure of success are agreed before any work begins.
Deliverables
What you get
Positioning
Who you are for, what you replace, the proof, and the one sentence everyone in the company can repeat.
Identity system
Logo, typography in Arabic and Latin, colour, photography direction, iconography and layout rules.
Brand guidelines
A document short enough that people actually use it, with templates for the things you make weekly.
Verbal identity
Tone of voice written natively in Arabic and English, with examples of what to say and what never to say.
PR and media relations
Press materials, journalist relationships in the UAE and the region, interviews, and announcements that get picked up.
Reputation monitoring
AI monitoring of mentions, reviews and sentiment in both languages, with alerts before a small issue grows.
Process
How it works
- 01
Audit
Your market, your competitors' language, your customers' words, and an honest look at how you currently appear.
- 02
Strategy
Positioning, architecture, messaging hierarchy and the proof points that make the claim credible.
- 03
Design
Two or three distinct identity directions, then one developed into a full system and tested in real layouts.
- 04
Rollout
Website, signage, deck, social, stationery and whatever else carries the brand, produced and handed over.
- 05
Amplify
A launch moment, a press plan, and a monthly rhythm of stories worth a journalist's time.
Use cases
Where it fits
- A company that has grown past the identity it started with.
- A new venture or developer launching into a crowded category.
- A family business formalising decades of reputation into a system.
- A brand entering the Arabic market and getting its voice right the first time.
- A founder who should be known in their industry and currently is not.
What we build it with
- Arabic and Latin typography treated with equal care
- Design systems delivered in Figma
- Regional media and journalist network
- AI listening across social, review and news sources
- Naming and trademark search support
- Launch events and content production in-house
What we need from you
- Leadership time: positioning cannot be delegated
- Honesty about what is and is not true today
- Access to customers we can interview
- A decision on what you are willing to stop saying
Accountability
What we measure
We agree the numbers before the work starts and report against them afterwards. These are the measures that usually matter for this service.
- Unprompted brand recall in your category, measured before and after
- Share of voice against the competitors you name
- Quality of inbound: how many enquiries fit the client you want
- Earned coverage and the tier of the outlets that carry it
- Consistency: how often published work follows the guideline
Experience
Mistakes we help you avoid
- A logo without a systemA mark on its own survives one campaign. Typography, colour, tone and templates are what make it recognisable at a glance.
- Arabic as an afterthoughtAn Arabic wordmark drawn properly, by someone who reads it, is the difference between respected and tolerated.
- Designing for the boardroomIt has to work at thumbnail size on a phone in sunlight, not only on a large screen in a dark room.
FAQ
Questions, answered.
Do we need a full rebrand?
Often not. Many companies need a sharper position and a tidied system rather than a new name and logo, and we will tell you if that is the case.
How long does it take?
A focused positioning and identity project usually runs six to ten weeks, longer if naming or multiple sub-brands are involved.
Can you guarantee press coverage?
No one honest can. We can guarantee the materials, the relationships and the story quality that make coverage likely, and we report what actually ran.
Do you work in Arabic first?
When the primary audience is Arabic-speaking, yes. The Arabic is written as the original and the English follows, not the other way round.
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