2014 Winners & Shortlists

Brief Explanation

The challenge with any identity creation is finding the spark, which ignites the imagination, creating something that is greater than the sum of its parts. Meeting the key objective of establishing a new brand in the minds of the consumer that has enough cut through to guarantee recall.

The Brief

Creating a brand identity that establishes Marz Global as a credible entry to the Luxury Brand segment. It was requested that the identity have an international appeal while retaining a local (Arabic) flavour.

How the final design was conceived

The main idea is a play on the name Marz and Mars the red planet. The name Marz is in fact an abbreviation of the owners name Marzooqi but the obvious route was too strong to ignore and craft the similarity with the name of the red planet. Therefore the Arabic calligraphy forms the name Marz Global and becomes the brand mark, the red planet. The fact Marz is spelt with a z adds a little twist and modernity to the identity.

Indication of how successful the outcome was in the market

The launch of the brand was a success. The launch event placed the Marz Global identity next to the well established Schroeder Joalliers and Mem Origin. The event was attended by regional VVIPs and has gained a total of AED70,000 purchases and lead to serious inquiries amounting to AED200,000.