OPH work

Al Jazeera Media Network

Branding, design, brand implementation, presenation, enforcement, project management.

The Al Jazeera branding project was one of the most extensive and complex undertakings of my career, focused on unifying the network’s diverse offerings under a single, cohesive identity. After nearly two decades of expansion, it became evident that, despite strong audience numbers and high recognition, there was confusion about what the brand represented in different international markets. To address this, we collaborated with external consultants to assess the network’s strengths and weaknesses, concluding that a masterbrand was essential for clarity and consistency.

The new brand architecture was built around three guiding principles: investing in the Al Jazeera masterbrand, adopting a single visual identity, and using descriptive names for channels and services. These principles were key in ensuring that the brand communicated effectively across all platforms, reinforcing Al Jazeera’s identity globally. Importantly, the system was designed not only to work with new internal products but also to seamlessly integrate with external co-branding ventures, ensuring consistency in every context where the Al Jazeera name appeared.

Creating comprehensive identity guidelines was a major task, covering nearly 200 pages of detailed instructions on color palettes, typography, and imagery. The challenge was to balance the unique characteristics of each sub-brand while maintaining a unified brand style that could adapt across various contexts, including co-branded initiatives.

Securing buy-in from both daily users of the brand system and executive decision-makers was another significant challenge. Many within the organization were unfamiliar with branding’s importance, requiring a series of presentations and discussions to build consensus and support for the project.

Implementing and maintaining these guidelines across a large, bureaucratic organization like Al Jazeera required a strategic approach. We established brand ambassadors within each division to ensure consistent application and smooth integration into daily operations.

Communicating the new guidelines across the network, which operates in multiple languages and regions, was a considerable logistical challenge. Ensuring that the guidelines were understood and implemented consistently required clear, concise communication and a strategic approach. To address this, we established brand ambassadors within each division, tasked with facilitating the adoption of the new identity and providing ongoing support and guidance.

These brand ambassadors played a critical role in maintaining the integrity of the new guidelines, helping to embed the new brand system into the daily operations of the network. Their involvement was key in ensuring that the brand’s visual identity was consistently applied across all platforms, helping to create a stronger, more cohesive identity that resonated across all markets. Through this strategic approach, the Al Jazeera brand was successfully unified, setting a new standard for how the network presents itself to the world.

Art direction, brand strategy, team hiring development and workflows, Manager of Creative Branding, concept development, product development, UI, UX, project management, budget allocation, pitch presentations, remote and local management.