2015 Winners & Shortlists

CHANGE

BrandATHAR COMPANY
Product/ServiceCOMPANY PROFILE
EntrantMISHBAK Riyadh, SAUDI ARABIA
CategoryPublications
Entrant Company MISHBAK Riyadh, SAUDI ARABIA
Advertising Agency MISHBAK Riyadh, SAUDI ARABIA

Brief Explanation

The major challenge was to bring a printed media to life, by engaging readers, yet has to be simple and easy to understand, produce and distribute. The key objective was to create a design solution that can be simply and effectively adapted by Athar’s customers over time. Another challenge was the printing material and technique, as the idea of thermochromic ink was innovative, it was not easy to find a press that handle the project.

The Brief

Athar is a Saudi agency specialized in providing integrated solutions and social services, bearing the responsibility of enriching the concept of social investment within the business sector. We look forward to be an essential link between the business sector and its social responsibility. Thus, increase the level of unity between social initiative and beneficiaries, and consequently leave an impact in the community development. Our mission is to design a profile that reflects Athar’s vision and informs the target audience about their brand. The challenge was to involve and engage readers with a printed design to emphasize the concept of “Change”.

How the final design was conceived

Going through Athar’s brief, we came into three design principles that can be used as the basis of good and successful; 1- Improve connection and cohesion between people and paper. 2- Encourage personal engagement with the target audience. 3- Deliver a highly related design and generate excitement among customers base. Thus, The responsive print using thermochromic ink was a perfect solution that fulfils these needs. It is a special kind of ink that is sensitive to temperature and loses its colour due to temperature, leaving their fingerprints colourless. This concept represents the "impact" that Athar is about to make on the society.

Indication of how successful the outcome was in the market

The client’s responses were very positive. The impact in general was overwhelming and clients of Athar were very happy to read and engage with the profile. Thus, the brand image of Athar has been enhanced ant attached to creativity and innovation.

Clients Services: At Athar we provide packages of integrated solutions and services that enable the business sector to achieve their goals of contributions to society, through: • Consulting:. • Programs and Initiatives: • Operation: • Network Linking: • Volunteer Database Housing: Brand Values: • Dedication “Paying attention to all the details of what we offer our customers from services”. • Knowledge “Knowing all aspects of our projects and activities”. • Sustainability “sustaining all productive initiatives aimed at social development”. • Innovation “Developing innovative programs that serve the community effectively”.

Credits

Name Company Role
Khansa'a Mahmood Abunaji Mishbak Managing Director
Mairam Bawazir Mishbak Studio Manager
Deem Alhakbani Mishbak Graphic Designer