Shades
2023
Shades is an "Interior - Exterior - Landscape" designs company founded in 2022 in the city of Dubai in UAE, which provides services to other large local companies in the execution of works such as: shopping malls, football stadiums, revitalization of Historic Centers, horizontal condominiums and paving.
After working for years with works of a popular character, today shades has the desire to maintain a more select audience: owners of lots in upscale condominiums in the city, and those who want to migrate from their residences to these closed condominiums. However, there was a problem in achieving this objective: the brand did not have a defined identity and did not correspond to the profile it intended to serve, preventing its visibility and competition with other companies in the market, which link their work to a strong and positive image.
The challenge for this project was to give Shades a new face, detached from its previous visual communication, which presented an amateur brand, without any strategic and commercial appeal; that did not follow the great changes that occurred in the national and international scenario. The purpose was to establish a strong and meaningful identity, so that through it, the company can pass on its true experience.
The foundation is the first part to be implemented in a building. It is the strong base of every project, destined to receive its weight, transferring it to the ground and resisting reactions, without the produced efforts causing ruptures in the ground. it is largely responsible for initiating, erecting and sustaining a construction.
Based on the foundations of this element, it was possible to give life to a new symbolic reference for the brand, which was functional (easy to apply and with good visual reading from a distance or in reductions), representative and had a more adequate communication with the current market . The symbol is balanced, simple and meaningful, reading a foundation seen from a higher plane. An image that reflects the whole essence of SHADES: a solid company, with strong foundations and always updated.
Characteristics of a Shades : strength; solidity; base; balance; resistance.
Design Director: Salman Hossam
Project: Branding
