Challange
Al-Ain is an Arabic language online news publication covering local UAE, Arab and international issues. In January 2020, International Media Investments, a subsidiary of the Abu Dhabi Media Investment Corporation, acquired Al Ain and initiated a brand development process to build a new brand narrative and identity to reflect the changing media landscape.
Solution
Omnia conducted extensive research to identify brand perception versus competitors and consulted with internal stakeholders to understand the new company vision. We identified that Al Ain aimed to empower and inspire people of the Arab world and MENA region, specifically through an intuitive digital platform delivering world-class content by skilled modern journalists. This formed the basis of the new Al Ain brand narrative and identity.
Our experienced team delivered the full suite of rebrand elements, including brand strategy, guidelines, digital assets, photography style, iconography, and physical brand merchandise.
Results
The new Al-Ain news brand is a marked evolution from its former look and feel and aligned with the company’s renewed business goals. The rebrand reflects the standards audiences expect of a credible and trustworthy news source.
Task
In January 2020, IMI has acquired the ownership of Al-Ain News portal (Al-Ain.com), as part of the company’s continuous efforts to expand and diversify its content for global audiences. Whether it be television, print, radio or digital, IMI believes that reliable and credible information is key to communities. Al-Ain News, which has 1.3 million Facebook fans, more than 620,000 Instagram followers and 320,000 followers on Twitter, is available in several languages and audio, visual and digital media platforms. The media platform covers local, Arab and international topics supported by reports, research and analysis. The site also provides special spaces for opinion articles prepared by leading writers and politicians.
