Role
Art Director, Branding Strategist
Overview
Qimam is a new sub-brand under Al Fozan Real Estate (Saudi Arabia), targeting residential and administrative real estate for international investors — a different audience from Al Fozan's core commercial business.
The Challenge
The brand needed a distinct identity for a different, global-investor audience — moving from a local cultural tone to an international, investor-friendly one.
The Objective & Strategy
Build a separate sub-brand rather than adapting the existing one, designed around international investors' mindset and preferences, positioning Qimam in a less competitive segment.
The Execution
- Research into investor behavior, expectations, and market gaps
- Positioning as a premium experience for international investors
- A clean, modern, internationally-appealing visual identity, moving away from traditional local styles
- Applied across marketing materials and digital mockups
Key Insight
“Design for the target audience's mindset, not the company's existing identity.”
The Result
A differentiated brand aligned with the new segment, clear positioning, and a scalable brand ready to expand.
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