Integrated marketing communications agency, Fifth Ring has been presented an appreciation award by His Highness Sheikh Ammar Bin Humaid Al Nuaimi, Crown Prince of Ajman – The President of Executive Council in recognition of the work completed for the Ajman Culture and Media Department.
What would typically take six months was fast-tracked into an intense twelve-week timeframe. Work included stakeholder analysis and strategic workshops right through to logo design and key messaging. Their new strategic principle, “Enriching the community” represents the significant impact the department has on its community, tourism and media.
The award was presented at an event for UAE Government officials, dignitaries and VIPs, to launch the new brand identity, and publish the vision, mission and values of the Ajman Culture and Media Department at the Kempinksi Hotel in Ajman.
Annette Fernandes, Fifth Ring’s group operations director who oversaw the entire project, commented: “In a very short period of time we have been able to establish a strong commercial relationship with the department, created a strong and vibrant identity and launched it to their key stakeholders. This has only been achievable through genuine teamwork and mutual respect between our two organisations.
“What made this project standout is that every single element of the work carried out was done simultaneously in Arabic and English, from initial research, every interview and resulting messaging. We had teams thinking from left to right, and teams thinking from right to left. I know I speak for everyone at Fifth Ring when I say this has gone beyond simply delivering on the project to something that we will all hold special for years to come.”
The Culture and Media Department is the first department within the Government of Ajman to undertake such an in-depth analysis of their stakeholders and market positioning. As a result, the department is now empowered with the knowledge and vision to develop and strengthen their offering in terms of culture, tourism and media in the emirate as well as reinforcing their image locally, regionally and internationally.
Faisal Al Nuaimi, Deputy General Manager of the Ajman Culture and Media Department said, “Although our corporate identity has never been absent, we felt the department needed to refocus and reposition itself within the community. We approached Fifth Ring, due to their reputation for delivering world-class branding, and after 3 months of in-depth research and analysis they helped us develop a new identity with a clear and compelling 2 year vision.
Fifth Ring have been working with brands and clients across governmental, energy and consumer sectors, in the UAE, Europe and the US since 1991.