The Abdulla Al Ghurair Foundation for Education is one of the largest education foundations in the Middle East, aimed at empowering underserved, high-achieving Arab youth.
Our brief was to create a brand that stood out and captured the spirit of the foundation’s ambition; one of connectedness, to both an aspirational future as well as a rich past.
As the Lead Strategist on this project, I initially created and presented the pitch document to senior leadership of the Foundation. After we won the project, I worked on the brand strategy for the foundation, creating a positioning recommendation based on insights from stakeholder interviews, trends and best practice analysis. From this, I wrote & developed their purpose, vision, mission, values, manifesto and script for a brand film.