Abu Dhabi TV has a history of success and is well respected throughout the Arab world. However, with free-to-air channels in the region exploding from 20 to 370 in the space of three years, the fight for audience share was becoming brutal. As a consequence, the competition for advertising revenue was increasingly tough.

However, with very few channels in the region offering a distinct experience, Abu Dhabi TV recognised the opportunity to reassert its position in the marketplace and establish its brand in the minds of viewers.

Carrying the name Abu Dhabi, we recognised that provenance played a key role for the brand. Abu Dhabi represents the perfect balance between a strong respect for cultural heritage and a very real aspiration to provide the highest quality in everything they do. The challenge was to create a brand identity for Abu Dhabi TV that embodied its ambition.With three unique channels -- each with clear differences in their programming, audience and genre -- we recommended the creation of a core broadcaster brand that would create synergy across the portfolio of channels.

Abu Dhabi One is now a top 5 station in its category, having been top 10 prior to rebranding.

The broadcaster has seen a significant rise in ratings. A dramatic increase in advertising -- including spots from PepsiCo, Procter & Gamble and Reckitt Benckiser -- represents a fundamental shift in income from governmental organizations to multinational corporations.Additionally, qualitative research shows positive marketplace perceptions while feedback from the media concurs that Abu Dhabi TV are heading in the right direction.Arabian ambitions are quickly becoming reality.

We developed the strategic positioning ‘Arabian Ambition’, visually expressed via distinctive idents and on-sreen presentation graphics for Abu Dhabi One, Abu Dhabi Sport, local channel Abu Dhabi Al Emarat, and news programming.

Built upon its rich history and confident in its vision for the future, the new logo is represented by a sparkling multifaceted diamond, enabling the creation of a visual language for the family of brands. Each channel stands on its own, but brought together they provide the strength of the brand. This allows for new channels as the brand grows, and leverages a branded approach to programme advertising.