Al Aan is an infotainment channel based in Dubai. Launched in 2006, their aim was to become a progressive Middle Eastern & North African (MENA) broadcaster that would provide meaningful programming for women in the Middle East. After winning the work in 2015, we worked closely with the client to evolve their channel identity and brand language with the aim of placing the viewer at its heart and driving more meaningful audience engagement.
The client recognised the need to evolve the Al Aan brand to create a deeper connection with viewers both on screen and online. They wanted to communicate their increased investment in reality-based family programming as well as a renewed focus on the real-world issues their viewers cared most about.
Our focus? To create a brand that captured the real-world stories broadcast by the channel and help them build a deeper connection with their audience, both on screen and through social media. After a period of research and stakeholder interviews, we developed the Real Conversations brand proposition; real news, real entertainment and real people in real time. Not only did it reflect the channel’s content, but the broadcaster’s objective to inspire more meaningful conversations with its viewers.
The Real Conversations proposition underpinned our creative thinking and inspired an evolved marque that represents a window into the diverse real-life issues the channel explores. Flexible, agile and digital, it’s designed to support a wide range of content generated by both Al Aan and the viewers themselves.
A dynamic range of ever-changing idents bring the new identity to life on screen, capturing the authentic conversations the channel shares with its viewers. Al Aan is an award-winning example of how broadcasters have adapted in response to social media’s dominance as a legitimate and powerful platform for brand activation.
Best Audio Branding – Gold
Best Brand Evolution – Silver
Best Visual Identity (Tech, Media & Telecoms) – Silver