Al Aan:
Start The Conversation

Brand Identity // Brand Strategy // On-Air Assets // Brand Guidelines

• Who they are
Al Aan is an infotainment channel aimed at women across the MENA region. Launched in 2006, Al Aan is a channel that offers an informed and compelling viewpoint on challenging issues such as female empowerment, jobs, health awareness, education and human rights. The channel’s core viewership is dynamic and modern Arab women.

• What they needed
In the short time that Al Aan has been on air, it had grown to produce over 20 original shows in-house, built a network of more than 120 broadcast professionals and through the strong use of social media, started to engage and interact with viewers unlike any other channel in the region.

Al Aan approached us to update their brand identity to reflect their growing status in the pan-arab broadcasting world.

• What we delivered
We defined a new, unifying brand proposition, inspired by Al Aan’s growth into a platform for discussion and debate around ‘Start the Conversation.’

This is brought to life in the redesigned Al Aan logo which takes the abstract form of a ‘speech-bubble’. This graphic element populates the entire visual identity – bringing life to the idea that Al Aan enables many voices to be heard and many opinions to be shared.

We created a package of on-air idents with ‘spectrum of conversation’ as the creative thought behind them – reinforcing the new proposition and articulating the brand’s values.

Since the new branding launched, Al Aan have achieved record-high viewing figures, seeing a growth in their combined daily viewership in the KSA and UAE from 833k in 2010 to 1.3 million in 2013.

Al Aan has also seen steady growth in Egypt, Libya and Syria while their online audience has grown to include 3.5+ million Facebook fans, 23.6k Twitter followers and over 380k YouTube subscribers – becoming a true multi-platform media brand in the Middle East.

“In our brand positioning, we asked our audience to “Start the Conversation”. They did it in a wonderful way and Al Aan has earned a secure place among the top pan-Arab media brands.” – Fatma Abu Assi, Channel Manager, Al Aan