We elevated the brand and storytelling of a UAE-based government agency to increase its global visibility, from Abu Dhabi to COP27 and beyond.
The Khalifa International Award for Date Palm and Agricultural Innovation (KIADPAI) is a non-profit organisation founded by the government of the UAE. It brings together actors from both the private and public sectors and works towards enhancing agricultural innovation and research related to Date Palm while also spreading knowledge about this field worldwide.
KIADPAI achieves its mission by acknowledging and rewarding individuals and institutions significantly contributing to the Date Palm sector. The organisation further supports this objective by organising events, enabling policies, and publishing content that provides valuable insights into the latest developments and best practices in the field.
Despite engaging in multiple ambitious activities, KIADPAI struggled to align its brand image with its achievements and effectively communicate its impact to diverse audiences around the world. This is where Creative Supply came in with a mission to elevate KIADPAI’s brand, improving its ability to convey its shared mission to both regional and international audiences.
Storytelling: Many branches, one tree
The communication of the KIADPAI brand across its activities was inconsistent and fragmented, resulting in many different stories. This made it difficult for distant target audiences to understand and connect with the brand and its role. To solve this problem, we adopted a two-step approach.
First, our branding process began with identifying the key impact areas of KIADPAI’s activities. This foundation formed the basis of the brand story we created. The aim was to define the pillars of the story that not only reflected KIADPAI’s achievements but also showed its future potential to drive innovation and change.
|A model in fighting against poverty and climate change||Date Palm, an integral solution to sustainable development initiatives, empowering communities against climate and social risks|
|Preserving cultural heritage||Living legacy, for future generations|
|Promoting agricultural innovation||A frontrunner in agritech|
|Regional partner||Global leader|
|On-the-ground achievements||Transformational impact|
|Many different stories …||One captivating journey|
Initially, KIADPAI struggled to define a clear role that aligned with all stakeholders. This resulted in a communication gap between sector actors working towards similar goals.
To address this, in a second step, we positioned KIADPAI as a pioneer of innovation and collaboration in the agriculture and Date Palm sectors globally. We used Creative Supply’s internal tool, The Brand Story Canvas, to create a unique brand story for KIADPAI. This involved identifying the ideal of the brand, developing the storyline and building the character of the brand. Using The Brand Story Canvas allowed us to consolidate the different parts of the story into a coherent narrative.
A hand-crafted brand design bridging the past and the future
After setting up the proper foundation for the brand story, we translated it into a new Brand Design. Designing a brand for an institution like KIADPAI involved several considerations.
We needed to strike a balance between the established character of KIADPAI as a strong institute and the dynamism that it desires to showcase.
It was also important to consider the institution’s diverse cultural context. The audience is multilingual, speaking two different languages and using different scripts. Therefore, we had to create an identifiable design that would resonate with them.
We achieved our goal by paying particular attention to Arabic and English typography. We incorporated Arabic calligraphy into a contemporary pattern and added custom hand-drawn illustrations to visually communicate key statements in an engaging way. To create a warm and vibrant feel, we used an inviting colour palette that conveys positivity, along with a dynamic gradient that gives a bolder edge.
Our focus was blending tradition and modernity, combining KIADPAI’s rich past achievements with its vision for a sustainable future.
Bringing the Brand Story to life
A big part of telling a brand story is also the way we deliver it. This is where we move into Creative Production.
Given the variety of KIADPAI’s activities, we developed a range of brand collaterals to communicate the brand’s story.
We designed and printed a visually striking, high-end book for KIADPAI, showcasing its mission, achievements and vision for the future. This brand showcase book provides an inviting and informative experience for its audience, powerfully communicating KIADPAI’s impact and elevating its brand image.
In addition, we produced an engaging corporate video to introduce KIADPAI, with a clear narrative, captivating imagery and seamless animation. The video effectively communicates KIADPAI’s central role in promoting the date palm as a solution to the climate crisis. We designed the video as a powerful and dynamic tool to showcase KIADPAI’s work and impact at events and exhibitions. By highlighting KIADPAI’s innovative approach and achievements, the video aims to attract like-minded individuals and organisations to support KIADPAI’s mission.
To maintain a consistent and cohesive brand image, we further conceptualised the KIADPAI brand for other touch points, such as packaging and merchandise. We mapped out and designed visually appealing and functional branded products to provide a tangible representation of the KIADPAI brand. These touch points not only reinforce the KIADPAI story but also help the public to connect with the brand easily.
Stepping into the global arena, from COP27 onwards
When branding is done well, it can work like magic. It enables organisations and businesses to achieve their goals and make a real impact. The KIADPAI project is a prime example of this. Through strategic branding and storytelling, we were able to help them successfully communicate their role and new perspective in addressing the challenge of climate inertia on a global scale.
Our partnership with KIADPAI on their branding project resulted in remarkably positive feedback from their stakeholders, whether internal staff, industry professionals and the general public. It resulted in a noticeable impact on their global brand awareness and stakeholder engagement after the project was completed.
“I would like to congratulate Creative Supply under the able leadership of
Mr Youri Sawerschel for such beautiful work. Your valuable input and hard work are highly appreciated. ”
, Secretary-General for Khalifa International Award for Date Palm and Agricultural Innovation
Last but not least, we were honoured to have our work featured in the UAE pavilion at COP27 in Sharm El Sheikh, demonstrating the power of the KIADPAI story to reach a global audience and reinforcing the brand’s role in championing sustainability through culture, cultivation and collaboration around Date Palm.
We look forward to continuing to blaze a trail in the world of impactful branding.