5G Refresh
Role
Creative Direction • Art Direction • Graphic Design • Animation • Video Production
Type of Work
Campaign • Product Uplift
Zain kicked off 2020 by uplifting the visual identity for their 5G Network.
Product Launch Video
Zain unveiled their new 5G identity with the 5G Hub device. Being a major product release, the video had to comprehensively communicate the advantages of the gadget while providing a level of entertainment that maintained the attention of the viewer till the very end.
A storyline was created based on the attributes of the device. This allowed an unravelling of sequences leading to a major reveal. Abstract graphics were made to interplay with typography which emphasized the relationship between motion and copy.
The 5G Network is depicted as a series of radiating colours.
Unrivaled Bandwidth
Unrivaled Gaming
Content
Several animated and static pieces of content using the updated style were developed for Zain's online communication channels.
Social Media
OOH Screens
Videos were adapted as marketing collateral for their use in cinemas, shopping malls and digital billboards across Kuwait.
Concept
Being up to 100 times faster than its predecessor, the raw power of 5G was the catalyst behind the visual direction and messaging.
Rationale
Devices using the 5G network (IoT) were made to emanate coloured waves. This represented their superior connectivity over their counterparts.
Typography
This method was extendable to typography, giving the campaign a holistic visual direction.
Motion
Movement was infused into the brand system as homage to the kinetic nature of frequencies.
Tone of Voice
The messaging and tone of voice was driven by 5G's ability to propel society into the future. Much like the visual direction, the copy was kept minimal and efficient.
Rethink Living
Rethink Driving
Colour & Iconography
The new approach stripped the previous identity to its bare minimum but maintained distinguishable components including colour and iconography.
Background
As 2019 came to a close, Zain requested for several of their services to be rebranded in order to start the new 2020 year on a fresh note. One of those services was their 5G network and its accommodating products.
Zain, the largest telecom company in Kuwait, took pride in being the first operator to offer 5G technology in the GCC region, therefore it was important to make the new look stand out amongst their competitors.
Brief
The brief requested a rebranding campaign for the 5G network. It was necessary for the uplift to lay the groundwork for Zain's soon to be rebranded services. In addition, Zain's 5G products had to be promoted with the first being a launch of the new 5G Hub device.
The campaign would run on both online and outdoor communication channels throughout the year, therefore the direction had to be holistic and engaging enough for its adaptation on digital devices and OOH screens all over Kuwait.
Company & Title
Agency: Wunderman Thompson - Kuwait City, Kuwait
Title: Senior Digital Art Director
Credits
Marcus Koskinen • Copywriting
Karim A. Sallman • Creative Direction, Art Direction, Concept Development, Motion Ideation, Graphic Design, Animation, Video Production, Copywriting
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This website includes work created by Karim A. Sallman for clientele based in the MENA region that were contracted by multinational advertising agencies. The published projects are for portfolio purposes only and are not intended for any form of personal monetary capitalisation. This website aims to exhibit Karim A. Sallman's professional capabilities and skill sets.
All aspects of work including corporate identity, animation, video production, graphic design, creative direction, art direction, copywriting and marketing were solely designed and executed by Karim A. Sallman unless stated otherwise in the Credits section found in the Project Info. segment placed in the footer of each project page.
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