2011 Winners & Shortlists

Brief Explanation

The Omani youth lives in a constant struggle to balance local customs with the ever growing western influence. Our goal was to tap into this cultural tension with a positive attitude, creating a brand that was both international and unmistakably Omani.

The Brief

Our client needed to brand their new venture, an English-language radio targeting young Omanis in Muscat.

How the final design was conceived

We chose to embrace the change and celebrate the mix of cultures. "Merge" became not just our brand name, but a concept to guide our work. Every piece of design carried on the concept of “merging”, from the message to the way the paper was folded (please have a look at the stationery samples). 5 works of art that portray traditional local elements with a modern perspective were commissioned to renowned Arab artists. These were used as part of all designs to create a strong and lively identity.

Indication of how successful the outcome was in the market

The radio station is still due to launch soon, but initial business to business activities saw a great response to the fresh new identity.