The FEEL factor
Beautiful brands that work for you.
At FEEL we use a multitude of skills such as graphic design, interior design, copywriting, research, staff training, strategy and sound design to guarantee the success of your product or service and deliver brand beauty that's more than skin deep.
If you require a comprehensive brand programme to revitalise your business or simply a piece of collateral to attract the right audience, you will find that our services are the perfect solution for building a brand which combines both beauty and brains.
Let us tell you a little about ourselves and the way we do things.
Just click on any of the categories opposite. Dare to feel.
The personality
Brands shaping success
The true beauty, and therefore the power, of any brand originates from within. That's why our values and beliefs as a company are integral to our success. We walk our talk.
Collaborative people
In order to harness the full potential and power of branding, we foster a collaborative approach both internally and externally – between all FEEL members and with our clients respectively.
Everyone at FEEL has the opportunity to take part in the decision-making process. Our members all practice the belief that opinions are always valuable and essential to the success of any venture or project. With our clients too, we believe that participation is all important as it ensures that our solutions are always more relevant and robust – and never based upon one individual's personal preference.
Passionate people
Blood, sweat and tears. Branding is not for the faint-hearted. We are filled with inspiration and passion at the possibilities which branding presents when pushed to its full potential. We attract like-minded individuals as clients and future FEEL members. People who see the value that branding brings and the conviction to follow through on their beliefs.
Mindful people
Respect is the key word here. This means being mindful of one's own individual abilities and the development thereof, respecting the individuality and abilities of fellow FEEL members, respecting the environment and, of course, respecting the individual needs and personality of our clients. At FEEL, we believe that organizational structure is required to ensure good business processes and as such many positions carry hierarchical authority. However, on all levels, only people who have respect for their followers, and the respect of their followers, can be leaders.
The name
The science of emotion
A brand can be something that you can see, hear, touch, smell or taste. But more importantly, it must be something you feel. Science has shown that emotion is indispensable when making rational decisions. In fact, our feelings simplify the process of decision-making. Our name embodies this balance of logical rigour with creative flair, the tangible with the intangible, the left brain with the right brain – we are FEEL.
The size
Great things come in small packages
In the land of the biggest, the tallest, the most iconic and the super luxurious, our claim to fame is to be the smallest, full-service branding agency in the world. As former big agency people ourselves, we saw the opportunity to do things differently with a more focussed approach. Being perfectly formed and powerfully sized means that we are more agile and responsive. Our brand specialists partner directly with our client teams in a collaborative spirit to ensure the best possible results. With you for the entire duration of your brand journey, our dedicated teams will ensure that we don't miss a beat.
The way
The truth, the whole truth, and nothing but the truth
At FEEL we tell it as we see it. We know that change can only occur when one has a foundation of truth to work from – and branding is all about honest change. Our process model is a continuous cycle with neither a specific beginning nor a definite end. Based on need, the model begins at a different point for every brand. Ours is a holistic philosophy injected with our unique personality.
What we offer
Managing change
FEEL is a full-service branding agency with the following offerings delivered by senior industry talent.
Research
FEEL initiates and coordinates targeted market research studies on behalf of our clients. As part of this process, we conduct desktop research to understand the dynamics of the specific industry, market and competitive landscape.
Discovery Workshops
We offer the professional facilitation of workshops with key stakeholders to broaden our collective thinking in a collaborative environment. Discovery workshops are an essential element at the outset of any branding project. However, workshops of any sort can be used effectively during any of the phases within the process model. After witnessing the results a workshop produces, our clients all agree that workshops should be incorporated into their everyday culture.
Brand Auditing
Brands with an established market presence will have created perceptions that either need to be leveraged or managed in the solution. In order to fully understand and assess the current state and inherent challenges of any brand, FEEL conducts a perceptual audit involving amongst others, the brand's visual and behavioural manifestations.
Brand Strategy
Research, workshop and audit findings are distilled by FEEL through a rigorous process to formulate a simple, compelling idea for the building of the brand. Aligning this brand idea with the business plan ensures the promises made by the brand will be delivered. The resulting brand strategy serves as the foundation for the structure, naming, creation, deployment and management of the brand.
Creative Workshops
Creative workshops are a powerful tool for inspiring innovation or testing the relevance of a particular strategic route. However, workshops of any sort can be used effectively during any of the phases within the process model. After witnessing the results a workshop produces, our clients all agree that workshops should be incorporated into their everyday culture.
Stakeholder Journeys
A stakeholder journey helps to ensure ideal brand delivery is considered across every one of the brand's touchpoints, whether these are existing or newly created. Workshops with key stakeholders are particularly useful in bringing the brand strategy to life across every facet of the experience of the product or service.
Brand Structure
Where there are multiple components operating within a larger group, FEEL devises and rationalises the structure with which each component functions effectively either as part of the larger entity or as an entirely separate entity.
Naming
Using both English and Arabic talent, FEEL creates brand names for both products and services. Depending on the nature of the entity to be branded, an entire naming system may need to be considered.
Brand System
Using a vast array of disciplines such as graphic design, environmental design and sound design, FEEL creates or revitalises brands which are aligned with the brand strategy. The brand system brings together all aspects such as colour, sound, texture and type to create the tangible elements of the brand. The opportunity also exists to go beyond traditional thinking to create bespoke applications which perfectly embody the spirit of the brand.
Brandmark
FEEL uses experts in a variety of fields, such as iconography and typography, to create visually impactul brandmarks which embody the brand strategy. It is important to remember that a brandmark is a visual shortcut to the brand as a whole and is not the brand itself. To the brand savvy, logo is a four letter word.
Linguistic Framework
At FEEL we extend the brand's personality by creating a distinct character for all written and spoken communication in the form a linguistic framework. This undervalued tool moves beyond the merely visual to ensure that all communication reflects the unique personality of the brand in terms of verbal style, tone and content.
Guidelines
Traditionally, guidelines involve the documentation of all elements of the brand. At FEEL, our approach is to create an easy-to-use resource which provides a comprehensive range of tools with which to manage the deployment of the brand in its entirety. This said, it is important to remember that guidelines serve to empower consistency but in themselves are no substitute for good design and careful guardianship.
Deployment
According to specific needs and requirements, FEEL has the creativity and expertise with which to bring to life any piece of communication. Using the guidelines, the brand system and linguistic framework are applied in order to create communication items such as brochures, advertising or signage.
Production Management
FEEL manages production to bring to fruition any specific requirements of the brand such as signage and collateral through an established network of suppliers.
Employee Engagement
Whether it is the internal launch of the brand or intensive training exercises, FEEL assists in the effective delivery of the brand through operational and behavioural changes which are aligned with the brand strategy.
Brand Guardianship
Through ongoing advice and management, FEEL provides consultancy services which assist in the protection of the brand as it faces the challenges of a constantly changing consumer mindset and marketplace.
Start a journey
Hello, contact me
Jim Wallace
jim@feel-brands.com
+971 50 5517468
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Working together
The following paragraphs are for the "Working together" section.
DUBAL
Finding humanity in industry
Challenge:
After an almost two-year period spent devising a brand strategy, DUBAL faced the challenge of bridging the huge gap between its very intensive strategic document and a relevant and compelling creative execution. With several audience groups, each with its own adaptation of the brand vision, the potential for a fragmented brand was of immediate concern.
Approach:
From the outset it was clear that DUBAL had to reflect its move from commodity-based thinking to a strong belief in the power of partnership. The result was to inject as much humanity into this large industrial brand without softening its corporate edge too much. Amongst other elements, a simplified graphic device depicting partnership and an enhanced colour palette brought a fresh and cohesive unity to this industrial giant.
Scope of work:
Full brand roll-out including discovery workshop, auditing, architecture, brandmark refinement, tagline, brand system, guidelines, deployment, employee engagement, external launch and guardianship.
Rotana
Years in the making
Challenge: With news of the launch of Rotana's new portfolio being inadvertently leaked to the press, the pressure was on to produce and coordinate a launch event within an extremely tight deadline. Rotana required that the launch concept communicate the relevance of its newly revitalised brand to its partners, employees and customers.
Approach: In the absence of a tagline to reflect Rotana's new positioning, the objective was to develop a solution that would serve Rotana both for the launch event and for the long-term signature of Rotana. Today, the resulting launch concept, Treasured Time, continues to act as the tagline that signifies both the corporate and product brands, including Rotana Hotels & Resorts, Arjaan Hotel Apartments, Rayhaan Hotels & Resorts and Centro Hotels.
Scope of work: Launch concept considered across all audience groups including employee engagement workshops, invitations, customer journey for unveiling the new brands, positioning brochure, gift item, dual language solutions, tagline, advertising and ongoing brand guardianship.
Centro
The hotel with a voice
Challenge:
In defining what is essentially a new hotel category, the challenge was to create product distinction without communicating a premium offer. Simply put, the Centro brand had to communicate a sense of style without alienating those business travellers seeking value.
Approach:
With an established brand strategy across all of Rotana's product brands, our approach was to focus on the most relevant brand values for customers – namely, friendly and innovative. A conversational tone and visual style was developed to appeal to the savvy business traveller who knows exactly what they want. The result is a distinctive and quirky brand which aptly reflects the product delivery.
Scope of work:
Defining a brand personality that served as inspiration for the visual language system, photographic style, outlet names, brand guidelines, launch brochure and the complete roll out of hotel collateral items as a dual language solution.
Gulf Finance House
Bold timers
Challenge: After an extensive brand positioning exercise was carried out, the need for a complete overhaul of the visual system was never more apparent. With its new positioning indicating a more International character, the challenge was to agree on how much of its past and Arabic origins should be reflected in the new face of GFH, if any at all?
Approach: Initial research assisted in defining the difference between "Arabian brands with global reach" and "International brands with Arabic origins". Understanding the difference between the categories and the implications of each allowed GFH to make an educated decision on which would better suit their objectives and reflect their new positioning. FEEL's collaborative approach always reaps unprecedented results, but none more than with GFH given their inherently creative and innovative character. Note that the work shown opposite depicts only a work in progress since the new GFH brand is yet to launch.
Scope of work: Bridging the gap between strategy and creativity to develop a dual language brandmark and visual system including facilitating creative workshops with third party agencies for the brand launch, developing brand guidelines and providing ongoing brand guardianship.
Layia Hospitality
Blossoming value
Challenge: Layia Hospitality along with its entire product portfolio required a unifying strategy that would define its culture and drive behaviour change throughout the organisation. Given that most of the visual components of the brand were already in existence, the challenge was to propose a strategy that would not impose any drastic change to the existing visual system.
Approach: Even with the client directive to 'not touch the logo', the new strategy did imply a host of subtle changes to the visual system, including minor changes to colour palette and the alignment of the various products within the portfolio. Visual implications aside, the result has been to give a new organisation clear direction with a people-driven strategy which has effectively aligned behaviour and driven recruitment.
Scope of work: Establishing an expansive brand strategy, product portfolio architecture, refinement of brandmark and visual system, launch campaign, employee training seminars, brand guidelines, communication deployment and ongoing brand guardianship.
Living Courts
Cross pollination of products
Challenge: Given the new strategic direction of Layia Hospitality as a whole, the Living Courts brand needed to be aligned more closely with the other products in the portfolio. Further, the sophisticated minimalism of the existing brandmark and visual system were in sharp contrast with the more modest nature of the product.
Approach: Drawing on the new strategy of Layia Hospitality, the Living Courts brandmark and entire visual system was adapted to reflect a down-to-earth and feminine personality. With the floral element providing a strong visual link, the individual products within the portfolio were successfully aligned. Breaking new ground regionally, the extensive guideline document educated on the adaptability of the system rather than merely providing template-driven solutions.
Scope of work: Refinement of brandmark and visual system, brand guidelines, communication deployment and ongoing brand guardianship.
TRU
The beauty of the individual
Challenge: A dream brief to create an entirely new brand for a world-class dental practice whilst allowing for future scope to evolve into a holistic healthcare solution. With a blank canvas and no shortage of possibilities the challenge was to create focus through rigorous research.
Approach: Without a marketing department at the client's disposal, an educative and pragmatic approach to the project was imperative. The chosen strategic direction went beyond treatment and celebrated the common human connection between every individual. In so doing, TRU aimed to break down the barrier between doctor and patient. This highly customer-centric approach was brought to life across every touchpoint and in some cases completely redefined common practice.
Scope of work: Full brand roll-out including discovery workshop, auditing, strategy, portfolio architecture, naming, brandmark creation, tagline, visual system, guidelines, employee engagement, communication deployment and ongoing brand guardianship.
Horizon Print Industries
Paper as art
Challenge: With several separate operating units there was desire to unify the Horizon portfolio in order to leverage the potential for shared equity between units. The brief was to achieve this whilst still maintaining the individuality of each unit.
Approach: On the surface the brief demanded a simple visual solution, though the creation of a robust strategy was imperative to ensure the operation of the units were aligned with the same philosophy. Inspired by the folding of paper, a family of brandmarks were developed which provide a strong association with the functionality of the company. Dramatic graphic patterns based upon the character of the brandmarks and striking abstract photography of paper landscapes were used to create a range of communication items.
Scope of work: Discovery workshops, strategy, brandmark creation, visual system, advertising, communication deployment and ongoing brand guardianship.
Aqua Dunya
The child in you
Challenge: To create a brand for a destination with varied attractions and components without confusing or diluting the unique offer. The destination comprised of a life-size cruise ship, indoor and outdoor theme parks, three hotels, a waterfront area with boutique shops and restaurants, eight residential towers and hundreds of timeshare units.
Approach: On an emotional level, the strategy aimed to speak to the child everyone and to provoke a sense of escapism. On a functional level, the brandmark system aimed to provide synergy between components whilst still allowing for individual expression. To this end, the porthole provided the ideal solution. For the visual system, the idea of being in another world was perfectly captured with the dominant use of the postcard. The finishing touch was provided by the tagline, "Wish you were here".
Scope of work: Full brand roll-out including discovery workshop, auditing, strategy, destination architecture, brandmark creation, tagline, visual system, guidelines and guardianship.
ESHIPS
The hard edge of flexibility
Challenge:
With a new CEO at the helm after more than 10 years of successful operation, the board decided the time was right to clearly define the personality of the ESHIPS brand. The task at hand was to provide meaning and substance to an existing culture and carry forward its essence across all manifestations of the brand.
Approach:
After an internal workshop exercise and subsequent distillation of the findings, the challenge was to get the ESHIPS team to think of themselves as flexible and highly versatile solution providers. The rigidity of the industry served to make the notion of flexibility something of a perceived weakness. However, using the right visual metaphors helped the team view themselves as what they truly delivered. The task with the remaining scope was to carry through this theme and reflect a sophisticated mix of flexibility and strength.
Scope of work:
Full brand roll-out including discovery workshop, auditing, strategy, brandmark creation, tagline, visual system, launch event, positioning brochure, promotional items, ship livery, guidelines and ongoing guardianship.
Kalm
The magic of the feminine
Challenge:
Starting a company from scratch, whether service or product, is a very emotional experience filled with both excitement and terror. In the case of developing a holistic centre for women, FEEL was tasked with guiding an entirely female board along the path of creating a uniquely tailoured strategic platform for the brand, one which would align with their business plan.
Approach:
Given a comprehensive range of services and products, all with an emphasis on the natural, the combined client and FEEL team set out to uncover an underlying idea which would link everything together. Tapping into the essential elements of the feminine spirit, a brand was created which drew inspiration from nature's own magical powers – both that which is seen and unseen. And so was born a truly feminine brand inspired by Mother Nature herself.
Scope of work:
Full brand roll-out including discovery workshop, strategy, brandmark creation, visual system, outlet interiors, packaging, uniforms, promotional items and ongoing guardianship.