Yahsat Corporate identity
| Fact |
Value |
| Contact |
Dubai |
| Client |
Mubadala
Yahsat |
| Project |
Corporate identity |
| Industry |
IT/Technology |
| Timeline |
28 Months
Mar 06 - Jul 08 |
| Services |
Brand Idea
Opportunities and Insight Report
Brand Architecture
Brand Naming
Brand Identity
Brand Guidelines
Brand Communications and Collateral
Brand Audit (including VISEQS)
Competitive Analysis
Insight Research
Brand Positioning
|
| Team size |
6 The Brand Union
3 Client |
The launch of Yahsat is significant as the demand for satellite bandwidth is expected to grow exponentially in the region in the next two to five years – growth mainly driven by broadcasters. There are also predictions of an increased demand from internet service providers, telecom operators and data companies.
Yahsat plans to fill the void for cost-effective satellite capacity as most of the Middle East and Africa rely on satellites to provide the majority of television signals. Through advances in technology, it is anticipated that the cost effectiveness of satellite will drive demand even further. Content providers often make a satellite decision based on price and quality of service; however, being able to provide the required bandwidth is often the key factor.
Offering satellite communication services across Middle East, Africa and South East Asia, Yahsat is a new Mubadala Development Company initiative that will bring the UAE its first-ever satellite. Yahsat is primarily a business-to-business focused brand, directly targeting communication service providers and government entities with some of the most technologically advanced services on the market
We developed a brand that will play a key role in the decision to purchase, especially to build credibility quickly in a well-established market.
Our challenge was to build a distinctive and sustainable brand that would effectively represent the new entity across its various audience sets as well as appeal to an international market.
Despite a small number of key players in the market, competition is fierce.
Differentiated brand
To ensure the brand competes with both leading strong multinationals as well as regional brands, we also needed to differentiate Yahsat by focusing on delivering inspired solutions – not just bandwidth on a satellite.
Inspired solutions
We developed a brand that will play a key role in the decision to purchase, especially to build credibility quickly in a well-established market. This enabled Yahsat to position itself as the leading satellite operator in the region that provides inspired solutions that are innovative and dependable.
Establishing a new entrant
As an exciting, approachable company – technologically advanced and in touch with market needs – we needed to move Yahsat’s brand on more emotional rather than functional positioning. We therefore positioned the brand as the regional expert with world-class expertise.
As Yahsat was a new entrant to the market, focusing on the brand character enabled us to build differentiation, credibility and strong awareness quickly in an established market.
Our brand creation for Yahsat encompasses energy and excitement for the future – ultimately inspiring solutions.
The two arrowheads represent connection and communication while the custom typography and a dynamic, ever-changing, visual language complete the design solution.