Al Aan TV repositioned its news brand Akhbar Al Aan as an 'in the now' multi-channel digital publisher aimed at young Arab adults. Agency Bellwether built the identity on Arabic calligraphy for Al Aan, meaning now, and a beam of light in motion, with a modern Arabic font for Akhbar.
The brief
Young adults across the Arab region, whom the independent news brand Akhbar Al Aan wanted to feel more relevant to.
The idea
Bellwether drew 'Al Aan', Arabic for now, in calligraphy shaped as a moving beam of light, set 'Akhbar' in a modern Arabic typeface, and recast the brand as news in the now.
What to borrow
Building an identity from the meaning of the brand's own name gives a rebrand its central idea for free.
