Amima, coming from the Arabic word ‘Umm’ meaning Mother, is a global investment firm based out of the Middle East. With a strong focus on innovation in the current brick-and-mortar businesses, Amima aims to impact the lives of driven entrepreneurs by connecting them to the right investment opportunities as well as people.

The Idea

With a straightforward brief from the client’s side, we broke down the process into phases. In the first phase, we created the core identity for Amima. This included the strategy, vision, mission, values, strengths, colors, patterns and brand collaterals. Innovating on the idea of innovation and investments, we coined the term ‘innovestors’ and ‘innovestments’.

The Execution

In phase 2, we built brand guidelines for Amima. With the (logo) color rules, typography rules, logo and tagline placements, sponsorship guidelines and photography rules, Amima became ready to head out into the market with their corporate profile in hand, which we also developed in this phase. Furthermore, we are proud of our work on their website as it captures the essence of Amima very succinctly.