Past Winners

2011 Winners & Shortlists

MERGE 104.8 IDENTITY

Silver

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ClientSABCO MEDIA
ProductMERGE 104.8
EntrantMEMAC OGILVY & MATHER Dubai, UNITED ARAB EMIRATES
Type of EntryDesign
CategoryCorporate Identity Schemes
TitleMERGE 104.8 IDENTITY
Product/ServiceMERGE 104.8
Entrant Company:MEMAC OGILVY & MATHER Dubai, UNITED ARAB EMIRATES
Design/Advertising Agency:MEMAC OGILVY & MATHER Dubai, UNITED ARAB EMIRATES

Brief Explanation

The Omani youth lives in a constant struggle to balance local customs with the ever growing western influence. Our goal was to tap into this cultural tension with a positive attitude, creating a brand that was both international and unmistakably Omani.

The Brief

Our client needed to brand their new venture, an English-language radio targeting young Omanis in Muscat.

How the final design was conceived

We chose to embrace the change and celebrate the mix of cultures. "Merge" became not just our brand name, but a concept to guide our work. Every piece of design carried on the concept of “merging”, from the message to the way the paper was folded (please have a look at the stationery samples). 5 works of art that portray traditional local elements with a modern perspective were commissioned to renowned Arab artists. These were used as part of all designs to create a strong and lively identity.

Indication of how successful the outcome was in the market

The radio station is still due to launch soon, but initial business to business activities saw a great response to the fresh new identity.

Credits

Name Company Position
Steve Hough Memac Ogilvy And Mather Executive Creative Director
Ramzi Moutran Memac Ogilvy And Mather Creative Director
Leo Borges Memac Ogilvy And Mather Senior Designer
Lina Al Amoudi Memac Ogilvy And Mather Designer
Tamzin Hoets Memac Ogilvy And Mather Designer