Challange
Al Roeya is an Arabic print and digital publication that was acquired by International Media Investments, a subsidiary of the Abu Dhabi Media Investment Corporation, to cater to young Arabic readers in the UAE and across the GCC. Omnia was engaged to help transform the brand from primarily print- based to digital-led, and reposition it to target a younger Arab-speaking demographic.
Solution
Our first step was to review the market and Al Roeya’s competitive position, and work with stakeholders to understand their business goals. We crafted a new contemporary brand identity that positioned Al Roeya to attract younger readers and offer a consistent yet flexible brand identity system that performed both online and offline. Our team of Arabic speaking specialists developed a full suite of brand collateral to launch into market.
Results
The rebrand project achieved a contemporary brand that engages young Arabic readership. The new brand identity system is centred around a “digital first” approach, while being adaptable in both online and offline applications. This positioned Al Roeya to grow its digital footprint in their target demographic and geography, and client feedback has been very positive.
Task
Al Roeya is an Arabic only print and digital publication in the UAE; acquired by IMI to cater to the demand both nationally and regionally for a best in class, Arabic language, digital and social centric news platform. Omnia was engaged to create a new look for the brand, one that was suited for digital-first use and used contemporary Arabic typography in order to appeal to a younger demographic.
