2014 Winners & Shortlists

ABDUL LATIF JAMEEL ANNUAL REVIEW 2012

Bronze
Client/BrandABDUL LATIF JAMEEL
Product/ServiceANNUAL REVIEW
EntrantBRAND UNION Dubai, UNITED ARAB EMIRATES
Type of EntryDesign
CategoryPublications
Entrant Company BRAND UNION Dubai, UNITED ARAB EMIRATES
Advertising Agency BRAND UNION Dubai, UNITED ARAB EMIRATES

Brief Explanation

Developing an Annual Review that is relevant to the Saudi Youth, that highlights all the various initiatives and results of the organization. The review will also be shared with an international audience to help promote ALJCI as a world-class Foundation.

The Brief

While the Foundation has been very successful, especially in the Kingdom of Saudi Arabia where its flagship initiative, Bab Rizq Jameel, has created over 300,000 jobs in under a decade, a need has been identified to focus on the Abdul Latif Community Initiatives (ALJCI) brand and highlight the various activities the program is involved in.

How the final design was conceived

We developed an illustration based style for this Report. This immediately gave us a cool and contemporary look but - much more importantly – helped us to circumvent the problems that arise when photographing people, particularly women, in Saudi Arabia. It is a measure of our success that the casual reader would not even be aware that these issues exist – the Report feels candid and open. The illustrations also allowed us to feature individuals on the cover without them feeling exposed. A classic case of intelligent design finding an elegant solution to a problem that looked insurmountable.

Indication of how successful the outcome was in the market

Highly successful in raising awareness internationally and regionally.

Credits

Name Company Position
Paul Cardwell Brand Union Exec Creative Director
Simon Parkinson Brand Union Creative Director
Zainab Ahmad Brand Union Designer
Gemma Crompton Brand Union Senior Designer
Aimen Alwan Brand Union Senior Designer
Mohammad Khateeb Brand Union Creative Writer
Chandana Chowdhury Brand Union Studio Manager
Tarek Khalil Brand Union Business Director
Thanigaivel Thambiran Brand Union Senior Finish Artist