Siegel+Gale Establishes Brand for du’s Revolutionary Digital Experience Anayou.com
Creates positioning, name, visual identity and user experience design for online destination
DUBAI AND NEW YORK, OCTOBER 28, 2010 - Global strategic branding firm Siegel+Gale today announced the development of the strategic brand platform, name, identity and user experience design for telecom operator du's new trilingual (Arabic, English and French) mobile web platform, anayou.com.
With its beta testing launch on October 13th, anayou.com combines the best elements of social networking and e-commerce—providing unique opportunities for its Middle Eastern and North African (MENA) consumers to interact with friends, shop, engage in sports and entertainment and other digital mobile communications. Meant to facilitate a one-stop web and mobile experience for Arabia from Arabia, anayou's brand promise, "More of your world," communicates the platform's ability to create a personalized digital experience at any time and any place.
When du approached us with this groundbreaking digital concept, we knew it was an opportunity to not only build a leading regional brand, but to help shape the online and mobile experience for consumers across MENA," says Tarek Sultani, managing director, Siegel+Gale. "To be successful, it needed to be built from a strategic brand platform and deliver an engaging user experience—simply, consistently and regardless of language or platform—synching content from your life online, at home and all the other mobile devices we carry today."
Using the brand strategy as a foundation, Siegel+Gale also developed the digital voice, name and visual identity for the online destination. Naming experts acknowledged the need for a compelling name that represented 21st century digital Arabia and resonated with both English and Arabic speakers. The name anayou combines Arabic 'ana' (me) and English you to reflect the connectedness of the digital world.
The accompanying logo and visual identity system relays the brand promise and illustrates the modern and dynamic Arabic feel the brand emits across screens for web, mobile and TV.
Siegel+Gale created an empowering and flexible user experience that met the brand promise and users' needs in a way that was simple, fun and personally relevant. User personas helped prioritize user needs, which led to the development of wire frames designed to deliver anayou's complex features and multi-platform functionality in the simplest way possible.
The beta launch of anayou is an opportunity for users from around the region to experience the brand and give feedback on what can be done to make www.anayou.com a place of their own.
Siegel+Gale is a global strategic branding firm committed to building world-class brands through elegantly simple, unexpectedly fresh strategies, stories and experiences. With Simple is Smart as its operating philosophy, Siegel+Gale delivers powerful services in brand development, identity design, simplification, research and analytics, and digital strategy. Since its founding by branding pioneer Alan Siegel in 1969, Siegel+Gale has helped drive business results for brands such as Aetna, American Express, Bank of America, China Youth Development Foundation, Dell, Dow Chemical Company, The Four Seasons Hotels and Resorts, The Internal Revenue Service, The King Abdullah University of Science and Technology, Microsoft, Motorola, Pfizer, SAP, Sony PlayStation, Yahoo! and the YMCA. Siegel+Gale has offices in New York, Los Angeles, San Francisco, London, Hamburg, Dubai, Shanghai and Beijing and strategic partnerships around the world as a member of the Omnicom Group of companies.