Disclaimer: This project was done under Brand Lounge ME. All rights reserved.
Client Info
Practices
Rebranding Exercise | Brand Design | Brand Activation | Social Content
Rebranding Exercise | Brand Design | Brand Activation | Social Content
Services
Brand & Identity Films | Brand Guidelines | Brand Induction | Brand Intelligence | Brand Launch | Brand Positioning | Brand Values | Color Strategy
Brand & Identity Films | Brand Guidelines | Brand Induction | Brand Intelligence | Brand Launch | Brand Positioning | Brand Values | Color Strategy
Industry
Educational | Governmental | Technology | Media
Educational | Governmental | Technology | Media
"Along with the Grand Prix, Brand Lounge celebrated a remarkable evening with 11 golds, four silvers, five bronzes, and four Highly Commended awards for their flagship projects."
Zawya.com
Zawya.com
The Brief
Sharjah Media Arts for Youth and Children (Named FUNN) was established by the Sharjah government under the patronage of Her Highness Sheikha Jawaher Al Qasimi, wife of His Highness, the Ruler of Sharjah, to promote and support the Media Arts, such as animation, filmmaking and graphic design for the youth of Sharjah and UAE.
The aim of the organization is to be a leader in media arts education, through media events, educating the youth, and promoting interest among young people in the UAE. As it evolved, FUNN needed to redefine its brand and identity to reflect an elevated positioning and purpose, and appeal to a wider audience. As its offerings grew, FUNN found itself stuck with the perception of being more of a children’s after-school activities provider and less of a professional educator in media and digital arts, and a major promoter and player in the film festival industry. It was time for FUNN to rebrand and reposition itself.
The aim of the organization is to be a leader in media arts education, through media events, educating the youth, and promoting interest among young people in the UAE. As it evolved, FUNN needed to redefine its brand and identity to reflect an elevated positioning and purpose, and appeal to a wider audience. As its offerings grew, FUNN found itself stuck with the perception of being more of a children’s after-school activities provider and less of a professional educator in media and digital arts, and a major promoter and player in the film festival industry. It was time for FUNN to rebrand and reposition itself.
One letter goes a long way
As part of the evolutionary process, the name had to be addressed. We changed the “u” in FUNN to an “a”, establishing a proper phonetic translation of the Arabic word for “art” and avoiding the confusion with the English word “fun”.
Thereby, FUNN now exists as FANN Media Discovery Platform – a perfect alignment with the brand purpose. The organization’s new strategy became about the stimulator of the youth’s passion, inspiring them to be curious and helping them imagine new ideas and new worlds.
The Logo & Descriptor
The FANN logo is designed to be a primary representation of who we are as a brand. It is the most memorable touch point and is intended to drive brand association with FANN.
In Arabic, our logo is considered a wordmark.
The logo is inspired by the fluid nature of media arts, as well as from a film reel — one of our main areas of focus. Furthermore, the circular nature of the diacritic dots are a nod to the circular platform that is used within our identity as a main supergraphic. Our brand identity relies on a brand descriptor that should appear in the majority of communications to help identify our brand as a “Media Discovery Platform”. Our descriptor is bilingual (English and Arabic) and is an important element in our visual language.
The logo is inspired by the fluid nature of media arts, as well as from a film reel — one of our main areas of focus. Furthermore, the circular nature of the diacritic dots are a nod to the circular platform that is used within our identity as a main supergraphic. Our brand identity relies on a brand descriptor that should appear in the majority of communications to help identify our brand as a “Media Discovery Platform”. Our descriptor is bilingual (English and Arabic) and is an important element in our visual language.
The Big Seller: The FANN Media Brand Film
The Platform
Our main brand supergraphic is named Platform. It’s inspired by the diacritic dots within our logo and is intended to highlight what we are as a brand: a platform for media discovery.
This graphic is our hero — it should be used in all communications and should appear very visibly. The Platform graphic is highly flexible and can be interpreted in many ways.
The Actual Product: The FANN Media Web Platform