Al Aan is an infotainment channel headquartered in Dubai that, when it launched in 2006, straight away broke new ground as a MENA broadcaster that wanted to provide meaningful programming for women in the Middle East.
We were¬†appointed by Al Aan to evolve their identity and find meaningful ways to¬†deepen their audience engagement¬†through branding solutions.
Al Aan is¬†a channel¬†that lives very much in the moment – indeed, their name 'Al Aan' translates into English as 'Now'.
They wanted to bring greater focus to their increased investment in reality-based programming for families and also explore how they might meaningfully show how integral their audiences are to the Al Aan brand.
In¬†2015, Al Aan was ready to embrace a position that reflects its own¬†engagement with real-world themes and the subjects that matter most to their viewers, as well as its ongoing dialogue with viewers through social media.
We defined Al Aan's new brand proposition as: 'Real Conversations'.
“Turquoise has given us a living, breathing brand that has become more relevant and valuable with every passing year. ”
M. Nureddin, CEO, Al Aan TV
We introduced a new approach to the Al Aan marque, using it as the frame for a constantly-changing array of images that could be generated by both viewers and Al Aan employees.
We also created a range of idents that visually explore the many ways that the marque can warp and change into different shapes, colours and textures.
Al Aan is an award-winning example of how brands, and especially broadcasters, have adapted in response to social media becoming a legitimate and powerful platform for brand activation.
Al Aan has won:
Best Audio Branding Gold, Transform Awards MENA 2016
Best Brand Evolution Silver, Transform Awards MENA 2016
Best Visual Identity (Tech, Media & Telecoms) Silver, Transform Awards MENA 2016