The National

Our Approach

  • 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.


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