Brand Lounge:

ArabAd - - BRANDING -

a decade and a makeover

Dubai-based in­de­pen­dent brand con­sul­tancy firm Brand Lounge is cel­e­brat­ing its first decade in the busi­ness and is do­ing so by up­grad­ing its iden­tity.

“We stripped our­selves down and re-as­sem­bled our brand as we would for any of our clients,” says Brand Lounge Founder and CEO The re­sult has been a more tightly de­fined propo­si­tion and an up-to-date iden­tity that re­flects that.

“We’ve al­ways tried to avoid be­ing brack­eted with the de­sign shops and ad­ver­tis­ing agen­cies who de­sign lo­gos and make out this is what brand­ing is about,” con­tin­ued Fad­lal­lah. “We’ve al­ways been strat­egy led. We de­sign brand iden­ti­ties and lo­gos of course, but our fo­cus is align­ing en­tire busi­nesses be­hind an idea that res­onates with the sec­tor that of­fers them the great­est op­por­tu­nity. Brands drive ev­ery­thing that hap­pens in a mod­ern or­gan­i­sa­tion – struc­tures, pro­cesses, prod­ucts and ser­vices - it’s no longer the other way around - and we help our clients trans­form into busi­nesses fit for the new busi­ness paradigm”.

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