How an alluring advertising campaign attracted shoppers in Dubai and beyond
We brought a unique charm to the marketing of Nafeesé Alavee in Dubai
COMMUNICATION CHALLENGE
Italy is renowned for being the home of style and is also the place where internationally renowned designer Nafeesé Alavee mastered her trade. This Iranian designer now resides in Dubai, where jewelry fanatics from around the globe come and adore her exotic craft. For her rapidly expanding business, she not only needed to up her marketing game but needed to update her brand identity to cater to her expanding audience.
Marketing in Dubai for an international luxury brand
Her signature style is outwardly luxurious, reflecting her Italian background, but is also infectiously Middle Eastern at its heart. This style borrows from a subtle and seductive Middle Eastern charm yet is not easily embodied within the packaging, presentation, and communication. To help with this, she approached Zigma8, presenting us with a challenge within a challenge.
Successful advertising in Dubai that appeals to an international audience
From the outset, Nafeesé Alavee was confident that we would deliver a successful marketing campaign alongside a world-class advertising campaign. The true challenge would be to create a brand identity to embody the soul of what she truly does. Which would be to continue captivating her audience, yet with an identity that exudes her distinct style.
COMMUNICATION SOLUTION
As with any revered designer, their brand centers around their name. This can occasionally be seen as their signature but is often a signature touch upon a logo or logotype. These days logotypes will often accompany an emblem, and it is here that we placed the jewel of our work. To help solve our two main challenges, Zigma8’s branding team firstly called upon their experience with conventional representations of luxury. This would be the framework by which the heart of the challenge would transpire.
Brand identity that helped create a successful marketing campaign in Dubai
Our Zigma8 branding team is familiar with Middle Eastern motifs and worked to extrapolate the soul of Nafeesé Alavee’s style by embodying its innate allure. They weaved ancient, abstract, and Arabesque depictions of the sun between representations of the tombs of ancient Persian kings. The result was an interconnected embodiment of grandeur and charm, seductively expressing the soul of our client’s brand. This work would be presented—like the jewelry itself—with a slogan that represented the carefully-crafted brand personality. The brand would confidently express the terms: fascination, royalty, romanticism, and a sense of the bespoke. These terms led to the alluring slogan of “bespoke fascination”.
COMMUNICATION RESULTS
Our solution not only embodied the soul of our client’s unique allure but encapsulated the level of luxury that her audience expects.
From branding to a winning international advertising campaign from Dubai
Our complete brand identity solution adorned every touchpoint, from packaging and promotion to online and social media. We see our results as similar to how a princess presents herself to her public: desirable, down to the very last diamond.
How we won an international award with our advertising in Dubai
Not only were we pleased to be able to flex our creative abilities for an international client, but we were pleased to get recognition for it internationally. Our creation of “bespoke fascination” for Nafeesé Alavee won gold at the ACEF Content Marketing and Creators Awards (CMCA), 2021. We took top place for Best Brand Packaging in the Retail subcategory of this international awards ceremony.
