Background

Emicapital is an established advisory to high net worth individuals and entrepreneurs in the UAE. With bespoke services, specialist skills and a strong tradition of linking East and West, effective branding is vital to the way Emicapital operates. The brief After a decade of success, Emicapital needed to refocus on its core offerings and rebrand some areas of its work. Clients required specific features from a website and the organisational strategy needed to be reflected in a brand identity that spoke to the blend of Swiss traditions and Gulf culture underpinning this unique organisation’s identity. In addition, corporate materials needed to encapsulate the key features of the Emicapital proposition for a demanding and highly discerning readership. Both print and digital media required a refresh and a new identities that spoke to the needs of a rapidly changing world both in business terms and for families in the Gulf.

The Agency

Damask Media is uniquely placed to assist organisations seeking to create a brand presence in both East and West. Damask has a substantial track record in branding Muslim businesses for international markets, and a well-honed ability to define brand, create concepts and deliver materials that convince target audiences.

The Outcomes

A key feature of the Damask Media project was a redefinition of the client values. By pinpointing the dynamic nature of the ‘bridge between East and West’ and tying it to powerful images that evoke both heritage and potential, Damask was able to refine the Emicapital experience into clear, emotive and actionable concepts. A fully responsive website was essential for a business with the scope and scale that Emicapital encompasses. Across time-zones, across devices, across cultures and across family/business, Emicapital’s new website had to demonstrate efficiency, vision, professionalism and hybrid cultural values.

The dual language site (Arabic and English) provides maximum impact regardless of the platform used to view it, and balances historical success with understanding of the present-day challenges of doing business in the Gulf.

Print media are essential to successful working across cultures and sectors. These handshake materials bring home the nature of Emicapital and allow current and potential clients to locate themselves in the Emicapital ‘family’, where a personal business relationship is allied to an internationally respected financial guidance structure. Damask Media crafted images using superlative source material and digital manipulation to provide unique, visually rich and symbolically potent representations of the Emicapital process that underpin the written offering.

This strong visual identity demonstrates the bridge between East and West, and between personal wealth and corporate success that is Emicapital’s distinctive proposition. Business branding must always find the pivot point between definition and action. For a business working internationally, this balance is vital to a successful representation in the world, not just to clients but also to partners and suppliers.

Values are carried through brand, and ideas conveyed through image, so that the nature of the organisation is universally expressed at all levels. Damask Media harmonised the dynamic nature of the website with the substantive collateral material offered as hard copy to ensure that Emicapital presents a seamless, attractive and clear brand identity.