Nation.
Branding agency Principals has reimagined the brand strategy and identity for Abu Dhabi-based film and television production studio, Image Nation Studios, following a competitive international pitch.
The only Australian agency invited to participate in the pitch, Principals joined 14 global contenders. Following an initial Expression of Interest (EOI), the agency was shortlisted for a creative pitch and ultimately awarded the project.
"We were looking for a partner who could bring a global perspective while respecting local nuance – to help us articulate our purpose and push boundaries,” said Image Nation’s head of marketing & communications, Ghina Abdallah.
“Principals impressed us with the team’s approach, led by strategic thinking.
“Working with Principals helped us clarify our ambition and bring a sharper focus to the brand. We’ve always believed in going big. And so far, it’s paying off.”
The studio sought a strategic direction to refresh the brand that spoke to its role as a cultural force, both within the UAE and on the global stage.
Following the appointment, members of the Principals team travelled to Abu Dhabi for a series of in-person workshops. The agency then developed a brand strategy, tone of voice and visual identity.
“This project was about more than a visual identity. It was about helping a nation express itself through culture,” Principals chief strategy officer Tim Riches.
“The strategy we developed positions Image Nation as a bold, world-class studio that empowers a new generation of talent and ideas, part of a rapidly evolving creative hub.”
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