CONTEXT:

Advance Electronics Company or AEC is a Saudi company that specializes in advanced electronics research and manufacturing for defense, communication, energy, security IT and health IT.

AEC’s Marhaba program which is run by its Human Resources Department is an employee induction program to assist a new hire during its first 3 months of employment in the familiarization of the company’s general policies, in an employee’s respective department’s policies and workflow and in getting the proper briefings and trainings the employee would need to perform his duties and responsibilities according to AEC’s standards.

AEC’s HR Department provides all new hires with a Marhaba kit which contains the induction manual and other branded gifts like pen and usb flash memory stick.

AEC hired Charisma to redesign the Marhaba kit to give it a more updated look.

AMBITION:

Create an updated design that as per the client brief, would appeal to a younger audience.

ACTION:

Using the puzzle as an analogy, Charisma developed a theme for the brochure. In the same way that each piece of the puzzle, distinctive in color and shape in itself from the other pieces but when put together with the other pieces, it completes the picture is the analogy that each employee is unique with his/her own skills and characteristics but nevertheless contributes to the wellbeing of the company.

Charisma, for this theme that used vibrant colours, infographics and images that brings to life the concept of puzzle.

RESULT:

The design was well-received by the new employees and the management alike

CONTEXT:
Ajwad is a Makkah-based real estate company that specialises in residential complex and land development projects. With a new property in Madinah, a 48-villa townhouse complex, that was near completion, Ajwad hired us to develop a concept and create a design for a brochure that would showcase the property’s specifications and highlight its benefits. For this property, Ajwad’s target market is affluent retirees. The property is being sold as retirement homes.

The location of this property, Madinah City is known as the city of gentle people. It is a historical city, where many significant events took place and a host to one of Islam’s holiest site, the Prophet’s Mosque, thus a major Islam’s pilgrim destination.

AMBITION:
The main objective is to develop a concept that relates to retirees and convey a picture of serenity, of a well-deserved retirement home, highlighting comfort, contemporary architecture, accessibility and space flexibility for customisation in terms of interior decoration; all of these in addition to and supporting it’s main selling point: it’s a prime location in the city of Madinah.

ACTION:

To convey the message that it is a place where new memories can be made, We named the property “Memories” and developed the tagline “Building memories made to last”. The first few pages of the brochure were allotted for Ajwad’s profile, Madinah’s profile and the “Memories” concept.

For the cover, we placed a die-cut of the repeated tagline to convey transparency (what you see is what you get) and ‘seeing through’ a bright future awaiting inside the pages.

For the floor plan, we meticulously selected images of furniture and other decorative elements to help the target audience visualise the different spaces in the villa.

RESULT:

The concept and design enabled the client, Ajwad Real Estate, to communicate the idea that more than just selling properties, they are selling dreams and they are selling a lifestyle.

We create high profile exhibitions and conferences, road-shows, mobile marketing campaigns and enhanced retail experiences.

We design Brand Centres including brand spaces, visitor centres and venues.

And we offer sponsorship advice and activation services. And we create online experiences and immersive, Interactive and touch-screen technology solutions. Services include: Brand Behaviour Definition, Touch Point Audit & Analysis, Customer Experience Design and Retail Experience Design.

We help align all aspects of the business and its people to ensure delivery of the promised brand experience.

This includes internal brand building programmes, communications and staff brand engagement to align key people behind the brand promise. Services include: Internal Brand building & Employee Communications, Brand Change Culture, Customer Service Optimisation and Channel Marketing.

We develop engagement plans and delivery programmes for business partners and their employees.

These include: Experiential Consumer Engagements, Customer Events and Conferences, C-Level Thought Leadership and Tradeshow / Exhibits.