2016 Winners & Shortlists

Brief Explanation

Alef Group is a privately held lifestyle experience provider founded by Sheikh Khalid Sultan Al Qasimi in 2013. Headquartered in Sharjah UAE, Alef Group is a pioneer in developing premier lifestyle communities, destinations and experiences through investment and strategic joint ventures. With AED 4 billion worth of assets and a land bank of AED 1 billion land bank, Alef Group’s premium developments lead the way in business and leisure projects complemented by the creation of high-quality residential communities.

The Brief

Sharjah is the gem of the emirates, enriched with culture and rapidly evolving into a youthfully vibrant modern metropolis. Alef Group recognised this and responded by commissioning one of its first ‘Designed Lifestyle Experiences’ through the development of a new retail venue in Sharjah.

How the final design was conceived

To align with the vision of Sheikh Khalid Al Qasimi, we developed a dynamic brand name that reflects a contemporary Sharjah – “Zero 6” – otherwise recognised as the dialing code for the emirate. Equipped with a unique positioning, we created a vibrant and contemporary brand language and communication strategy to capture the attention of its target retail tenants and consumers. Following the finalization of a comprehensive set of brand guidelines, we supported the roll out of the new brand through conceptualization and management of a photo shoot based on the new photography style. Well-known trendsetters and social influencers from Sharjah were invited to model for the shoot, helping Zero 6 create a unique and ownable portrait photographic style that immediately resonates with its audiences.

Indication of how successful the outcome was in the market

“ Zero 6 is a very different kind of development. It’s contemporary and exciting - for some, it will be surprising. We are introducing a stylish and dynamic new brand to the region. We needed an identity that matched this level of innovation. An identity that is, to use the term our designers use, cool. And that is what we have. Cool, elegant, sophisticated, minimalist and surprising. And absolutely in touch with the times. Our identity has captured the attention of potential tenants and put Zero 6 on the map as an up and coming place to watch – somewhere unique, vibrant and exciting.”