Brand

The National

Challange

The National is a daily, English-language newspaper published in Abu Dhabi. Following its acquisition by International Media Investments, a subsidiary of the Abu Dhabi Media Investment Corporation, it underwent a complete organizational change. Omnia was engaged to conduct a full rebrand initiative to reflect and support the company’s ambitious new business goals.

 

Solution

Our approach started with a clear assessment of our client’s competitive position in the market, an internal stakeholder review and workshops with senior stakeholders. Armed with a precise picture of their business requirements and the market landscape, our team drew on our 20+ years of experience in the region to develop a brand identity that reflected The National’s goal to challenge perspectives of the Middle East. This resulted in a flexible brand identity that was appropriate for all brand touchpoints, from print to social and digital.

 

Results

The rebrand of The National newspaper won four industry brand awards, reflecting the success of the project and the strength of the National Brand.

Transform Brand Awards MENA, 2019, the region’s premier awards for brand related projects.

  • Transform Brand Award Grand prix winner
  • Best visual identity from technology, media and telecommunications sector
  • Best brand development to reflect changed mission values or positioning
  • Best Brand evolution.
Task

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.

  • Strategy

    Brand identity and expression / Creative communication / Digital design / Brand guidelines

  • Client

    The National