Al Aan is about meaningful dialogue that connects with real people about what really matters. We wanted to combine this idea with the immediacy of information that audiences now expect, perfectly encapsulated by the name Al Aan, or ‘Now’ in Arabic. With this in mind we came up with the brand proposition of ‘Real Conversations’.
We brought the proposition to life by focusing on the ‘reality’ and ‘immediacy’ that underpins the strategy. The identity utilises imagery generated by viewers and Al Aan employees to create a rich tapestry of authentic real-world conversations.
The channel stings and idents are edited to express a sense of immediacy, with lively animations that interpret the Al Aan marque in exciting and unexpected ways.
The music for the animations is an original composition that utilises vibrant, staccato vocals that combine to create a dynamic abstraction of human interaction and conversation.