From Free Trade Zone to Economic Zone.
Ras Al Khaimah Free Trade Zone (RAKFTZ) was positioned as one of the cost-effective and fastest-growing Free trade zones in the UAE and the investment destination of choice for more than 8,000 companies from over 100 countries, representing more than 50 industry sectors
Ras Al Khaimah Investment Authority was a free zone and an industrial licensing & promotion agency that was set up to attract investments into Ras Al Khaimah.
These two entities were considered under the foreign direct investment category of Ras Al Khaimah. Ras Al Khaimah Economic Zones (RAKEZ) are one of the largest Free Zones in the UAE, enabling economic growth through a progressive culture of excellence, cost-effective solutions and solid partnership with small, medium and large organizations throughout various industries and sectors.
As believers that any brand design should be strategy-led, creating the new visual experience and identity of RAKEZ was built on a strong strategic route and creative inspiration from the natural beauty of RAK.
The new concept is a wholesome idea that balances inspiration and thinking, resulting in an iconic emblem, a powerful type and a dynamic identity.
RAKEZ colors reflect a modern look and feel that is considered as daring for a corporate and governmental institution.
The RAKEZ aqua green has become an ownable and differentiated element in the identity and is being well regarded and recognized in all of the brand’s traditional and digital communications.
Post our research and brand audit, we found out that RAKFTZ AND RAKIA overlapped in terms of offerings, roles and geography.
In our strategic implications and recommendations, we communicated to the top management of RAKFTZ the importance of collaborating with RAKIA - because together they will create a stronger proposition for investors looking to invest in RAK. They will also provide a bigger platform and more agility to compete in the GCC region as well as globally. The new brand that we were working on fits a new proposition, where these two old entities can strive to serve the interest of investors and Ras Al Khaimah rulers vision.
We wanted to reduce cannibalization – two entities in the same roles are cannibalizing each other - and remove confusion from an investors perspective on who is doing what. Both entities have the same stakeholders, they are managed by the same board and are both targeting investors in different segments and categories.
We wanted to create a brand with a logo concept that was based on strategy, differentiated and reflects union and had a rich and modern visual experience.
The new concept was built and conceptualized around union and stability: depicting Jabel Al Jais, - an iconic and the highest mountain in UAE, as well as the sea - resorts and beach fronts, which RAK is well known for as well.
We were also inspired by the idea of union - the merger of RAKIA and RAKFTZ - where two mountains are interlocked showing stability, teamwork and power. Our logo was based on the shape of the mountains and the colors of the sea and we also interlocked them to reflect the union.
The typography was created and customized to make it ownable and modern using a sans serif font with visual synergy between Arabic and English. The identity elements of the brand were also conceptualized from the topography of RAK.
With this fresh identity, new modern colors and differentiated logo the brand can now appeal to a wider audience with a progressive idea.
While designing the logo and identity we experimented with a lot of different shapes and sketches to come up with an iconic symbol that can carry the brand globally while being the pride of the region.
One of the biggest risks we took was presenting only one concept to the client, but with a strong belief that the new brand identity and concept were crossing all the tick marks of a strategic-based creative design. We were able to get unanimous approval from the stakeholders.