Positioning & brand architecture
Audience and market review, brand promise, personality, naming exploration and the relationship between a masterbrand and its offers.
BRAND STRATEGY & IDENTITY
A clear direction. A recognisable brand.
Discuss your brand
A strong brand gives people something clear to understand, recognise and choose. WAA Brand Lab connects positioning, identity and communication so the same idea carries through a presentation, a piece of packaging, a campaign or a conversation. Based in Sahl Hasheesh, Egypt, we bring strategic and creative thinking together from the beginning.
WHAT WE CAN SHAPE
Start with the decisions that matter.
Who are you for? What do you offer that matters to them? How should your different products, places or businesses relate? We help turn those questions into a focused brand proposition and a practical direction for the team. The work can support a new brand, a new offer within an established business or a brand that needs a more coherent story.
Identity & expression
Visual identity directions, typography, colour, tone of voice and messaging, developed around the same underlying proposition.
Communication & application
Editorial direction, packaging concepts, sales and broker collateral, campaign frameworks and guidance for digital and physical touchpoints.
Playbooks & continuity
Usable principles, examples and responsibilities that help internal teams and partners keep the brand consistent as new work is developed.
Strategy should be visible in the work.
A strategy has to help people make decisions. We connect the strategic framework with selected applications early, so language, design and customer experience can be assessed together. The result is a brand direction your team can explain and use, with the agreed scope carried through into concrete creative deliverables.
THE APPROACH
How we develop the direction.
Understand
Review the business, audience, existing materials and challenge. Agree what the brand needs to make clearer.
Define
Develop the proposition, messaging hierarchy and brand relationships. Establish the criteria for choosing a creative direction.
Express
Explore coherent identity and communication routes, then develop the selected direction through relevant applications.
Equip
Bring the agreed work into practical assets and guidance for the people who will carry the brand forward.
SELECTED WORK
The thinking, expressed.
Integrated brand programme
Red Hills
Positioning, campaign strategy, editorial design, sales tools and delivered live activations.
Brand & packaging concepts
Hanz & Ju
A food brand platform expressed through identity, voice and a family of packaging concepts.
Naming & identity exploration
AREF Group
Masterbrand naming and identity exploration for a diversified business group.
A FEW USEFUL QUESTIONS
Before we begin.
Can you work with an existing brand identity?
Yes. We first consider what is working and where the brand needs clarity. A project may focus on positioning, messaging or applications while retaining the existing identity, or include a wider identity review when the brief calls for it.
Do you create the materials as well as the strategy?
Yes. Our scope can connect the strategic work to identity, editorial design, packaging concepts, campaign direction and communication assets. We agree the specific outputs at the start so the work responds to your priorities.
What should we bring to the first conversation?
Your business context, the audience you want to reach, existing brand materials and the decision or opportunity ahead. A clear account of the challenge is more useful than a finished creative brief.
