Branding agency Principals has reimagined the brand strategy and identity for Abu Dhabi-based film and television production studio, Image Nation Studios, following a competitive international pitch.
The only Australian agency invited to participate in the pitch, Principals joined 14 global contenders. Following an initial Expression of Interest (EOI), the agency was shortlisted for a creative pitch and ultimately awarded the project.
Image Nation’s head of marketing and communications, Ghina Abdallah, said: “We were looking for a partner who could bring a global perspective while respecting local nuance – to help us articulate our purpose and push boundaries. Principals impressed us with the team’s approach, led by strategic thinking.”
An industry incubator and cultural force, Image Nation Studios’ vision is to share the United Arab Emirates (UAE) talent and stories with the world. From local box office hits to Academy Award-winning productions, the studio champions creative risk-taking, elevates unheard voices, and produces unforgettable films. Recent work includes the critically acclaimed Late Night with the Devil, shot in Melbourne, Majid Al Ansari’s award-winning Hoba, and Damian McCarthy’s supernatural horror Hokum starring Adam Scott.
As Image Nation Studios’ global recognition continues to grow, the studio wanted to ensure the brand reflected its commitment and ambition to producing original content with world-class partners and talent. The studio sought a strategic direction to refresh the brand that spoke to its role as a cultural force, both within the UAE and on the global stage.
Following the appointment, members of the Principals team travelled to Abu Dhabi for a series of in-person workshops. The agency then developed a comprehensive brand strategy, tone of voice and visual identity. Principals also recommended an update in the name from Image Nation Abu Dhabi to Image Nation Studios to reflect the studio’s ambition to develop original stories that are designed to travel, entertain and resonate with audiences around the world.
Image Nation Studio’s new brand purpose is to share the UAE’s unique talent and stories with the world, which is supported by a brand promise to push boundaries and the expectations of a UAE-rooted film and TV studio.
Principals chief strategy officer Tim Riches said: “This project was about more than a visual identity. It was about helping a nation express itself through culture. The strategy we developed positions Image Nation as a bold, world-class studio that empowers a new generation of talent and ideas, part of a rapidly evolving creative hub.”
Abdallah added: “Working with Principals helped us clarify our ambition and bring a sharper focus to the brand. We’ve always believed in going big. And so far, it’s paying off.”
