3 Branding Success Stories by MENACOM
We are about to welcome 2025 and there still remains a common misconception about what a brand identity is. Many people reduce it to the logo that an entity slaps onto everything to tell the world: I’m here. In reality, brand identity is far more complex. It’s the sum of every interaction customers have with a brand—across websites, apps, social media, and even customer service experiences.
Time has proven that branding is always evolving, and in the digital age, nothing has to remain ‘fixed’ anymore. MENACOM, a leader in marketing and communication, and its agencies understand that branding is a dynamic system that encompasses every detail from company values and aesthetics to tone of voice and experiences.
Branding: Invest Jordan
The USAID Economic Reform Activity contracted Wunderman-Amman, pioneers in marketing and digital communication under the MENACOM Group, to build a platform and brand identity for the Ministry of Investment’s new investment website: Invest Jordan. Based on the ministry’s request, the project needed a brand and a user experience to go hand in hand with the look and feel of the brand.
The aim, therefore, was to create an informative and human-centered experience that makes potential investors feel right at home in Jordan.
Wunderman-Amman successfully navigated the complexities of a multi-stakeholder project to deliver a user-friendly platform for potential investors. The agency’s ability to manage these diverse expectations while focusing on the end-user experience exemplifies their strategic acumen and client relationship management. The result was a user-friendly website that catered to both the needs of the government and the expectations of potential investors, ensuring continued collaboration.
Rebranding: Hamada
How do you take a beloved, local classic, and bring it to the international stage in the age of social media and internet (omni)presence? By going back to the basics, of course! Hamada, a local falafel chain, sought MENACOM’s help in preparing for global expansion. The challenge was not only to preserve the authenticity of Hamada’s roots but to make it appealing to an international audience. The brief required a fresh approach that balanced tradition with modernity.
Inspired by the iconic symbol of Levantine street food and Hamada’s key offering, Wunderman crafted an agile identity rooted in local heritage with the goal of creating a seamless connection between the in-store and online experiences.
This strategic approach resulted in an adaptive rebrand that smoothly translates across all touchpoints, creating the template for all levels of communication.
Sub-brand: Signature by Cairo Amman Bank
Cairo Amman Bank’s (CAB) growing range of offerings prompted the need for a sub-brand to cater to their premium clientele. The aim was to create a distinct identity that still reflected the bank’s core values while still differentiating the premium segment from the more youth-focused LINC and the banking-for-all identity of CAB.
Intermarkets—another agency under the MENACOM Group that is specialized in 360 integrated marketing—crafted the Signature identity to reflect CAB’s legacy while establishing a distinct, premium presence. The design incorporated sophisticated typography and a sleek color palette that complemented the bank’s familiar green. Catering to the clienteles’ digital-first mindset, the identity was built to be digitally native while also adapting to the offline channels.
The brand manual, thus, guided all communication from that point onwards, which was reflected in all touchpoints, from the platform and social media to videos and marketing campaigns.
In a world where change is the only constant, MENACOM and its agencies are ensuring that their work is not only of its time but is also future proof with its dynamism. Having built a reputation for traditional and digital expertise in branding, the group crafts innovative, aesthetically pleasing strategies that deliver long-term value to clients.
Time has proven that branding is always evolving, and in the digital age, nothing has to remain ‘fixed’ anymore. MENACOM, a leader in marketing and communication, and its agencies understand that branding is a dynamic system that encompasses every detail from company values and aesthetics to tone of voice and experiences.
Branding: Invest Jordan
The USAID Economic Reform Activity contracted Wunderman-Amman, pioneers in marketing and digital communication under the MENACOM Group, to build a platform and brand identity for the Ministry of Investment’s new investment website: Invest Jordan. Based on the ministry’s request, the project needed a brand and a user experience to go hand in hand with the look and feel of the brand.
The aim, therefore, was to create an informative and human-centered experience that makes potential investors feel right at home in Jordan.
Wunderman-Amman successfully navigated the complexities of a multi-stakeholder project to deliver a user-friendly platform for potential investors. The agency’s ability to manage these diverse expectations while focusing on the end-user experience exemplifies their strategic acumen and client relationship management. The result was a user-friendly website that catered to both the needs of the government and the expectations of potential investors, ensuring continued collaboration.
Rebranding: Hamada
How do you take a beloved, local classic, and bring it to the international stage in the age of social media and internet (omni)presence? By going back to the basics, of course! Hamada, a local falafel chain, sought MENACOM’s help in preparing for global expansion. The challenge was not only to preserve the authenticity of Hamada’s roots but to make it appealing to an international audience. The brief required a fresh approach that balanced tradition with modernity.
Inspired by the iconic symbol of Levantine street food and Hamada’s key offering, Wunderman crafted an agile identity rooted in local heritage with the goal of creating a seamless connection between the in-store and online experiences.
This strategic approach resulted in an adaptive rebrand that smoothly translates across all touchpoints, creating the template for all levels of communication.
Sub-brand: Signature by Cairo Amman Bank
Cairo Amman Bank’s (CAB) growing range of offerings prompted the need for a sub-brand to cater to their premium clientele. The aim was to create a distinct identity that still reflected the bank’s core values while still differentiating the premium segment from the more youth-focused LINC and the banking-for-all identity of CAB.
Intermarkets—another agency under the MENACOM Group that is specialized in 360 integrated marketing—crafted the Signature identity to reflect CAB’s legacy while establishing a distinct, premium presence. The design incorporated sophisticated typography and a sleek color palette that complemented the bank’s familiar green. Catering to the clienteles’ digital-first mindset, the identity was built to be digitally native while also adapting to the offline channels.
The brand manual, thus, guided all communication from that point onwards, which was reflected in all touchpoints, from the platform and social media to videos and marketing campaigns.
In a world where change is the only constant, MENACOM and its agencies are ensuring that their work is not only of its time but is also future proof with its dynamism. Having built a reputation for traditional and digital expertise in branding, the group crafts innovative, aesthetically pleasing strategies that deliver long-term value to clients.
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