the art of business
As the case studies below demonstrate, acquiring pieces of our uniquely personalized custom artwork provides more than simply aesthetic satisfaction as our designs serve to extend and enhance your corporate branding. Furthermore, if you should choose to involve your staff in the design development process then this engenders an inclusive feeling of teamwork.
Based upon our customer feedback, we have found that because our personalised designs include readily identifiable customer characteristics they are invariably topics of conversation for visiting clients and partners, especially when the artwork is prominently located in waiting areas such as a reception. This means that your organization is far more likely to be the one that makes a lasting impression upon your client.
Case Studies
Working closely with the customer we identified a range of potential themes that were popular with the regional employees. We then produced and submitted several high quality preliminary mock-up designs for the management and regional staff to review and then provide further feedback and suggested changes. The updated designs were then re-submitted for a collective vote to decide upon their favourites, and the two paintings shown here emerged as winners.
Vizor are already established as the leading global providers of software for financial regulators. After successfully expanding their presence in the Middle East, Vizor needed to upgrade to larger regional office premises in Dubai, UAE. As part of the fit-out, the management and staff requested Propriartary custom artworks that would (a) reference Vizor's corporate branding colour range, which is predominantly burgundy through orange, and also (b) reflect both the traditional and the modern aspects of their adopted middle eastern environment.
Case Study 1:
Vizor - Financial Regulation Software Company
1. Acrylic painting on canvas
The ubiquitous Arabian dromedary camel reflects the historical roots of the middle east whilst the Dubai skyline in the far distance represents the recent incredibly rapid modern transformation occurring in the region.
3. Set of four original designs printed on canvas for meeting rooms
Following the installation of the original paintings in the open office and reception areas, the very positive feedback and reaction from both customers and staff prompted Vizor to commission an additional set of four original prints from Propriartary.
Vizor's new offices maintain several meeting rooms that provide quiet and privacy for discussions with visiting customers and also for internal meetings and conference calls. Vizor identify their different meeting rooms by assigning the names of iconic Dubai buildings to each room. Below are the original print designs that were created for each meeting room representing the names of Burj Al Arab, Burj Khalifa, Cayan Tower, and Dubai Marina respectively.
This UAE based retail company runs a chain of high end fashion and clothing outlets and decided to commission the creation of a series of works that subtly incorporate and promote some of their most famous brands. The resulting designs are able to be used effectively both in their corporate office environment as well as being on promotional display within their various retail outlets.
Case Study 3:
Retailer for Fashion Clothing & Accessories
Collaboration and discussion with the customer led to the development of a series of designs where normally instantly recognizable brand images were blended or referenced within the overall designs.
1. Abstract in the style of a Mondriaan composition
This design style is instantly familiar as it borrows from famous Mondriaan compositions, but also at another more subtle level the similarly famous Tommy Hilfiger logo is embedded towards the lower left area.
2 & 3. Combinations of iconic designer logos
Both of these designs utilised three of the most familiar global brand logos that are Gucci, Chanel, and Georgio Armani. These iconic symbols each adopt a similar circular approach to their logos and so we decided to explore the possible design opportunities of combining them into a single continuous pattern.
2. Acrylic painting on canvas
This painting features many of the most iconic buildings that contribute to the amazing Dubai city skyline. The design celebrates the breathtaking views that are available from the new regional office location and again references and promotes the corporate colour tones in shades of burgundy and orange.
Case Study 4:
Cander - Specialist Recruitment Consultancy
Cander readily grasped the concept and recognised the benefits of Brand Art and so were keen to commission a piece of art that would help to communicate a positive message about the company to their clients.
Co-founder Sam Corcoran explained: "We wanted an image that captured the start-up spirit of two guys working hard for our clients. We come in early in the morning and we are the last to leave".
"Our office is based in Mazaya Business Avenue, Jumeirah Lake Towers, and after our consultations with Propriartary, we decided upon the concept of a view of the three Al Mazaya Towers in the skyline so that our location would be easy to identify. We were then provided with several mock-up styles from which we selected the design we liked best".
"The design we chose incorporates the colours of our company logo and the painting depicts a night-time scene of our office building with JLT and Dubai Marina in the background".
"The personalized touch that we particularly liked was that the design clearly shows that the lights to our offices are still on, whereas the lights in all of the other with buildings are off. We love what this says about us".
"This office means a lot to us, and in years to come the brand artworks that we commission will chart our origins and our progressive growth. When in future years we put these paintings together it will have a powerful story-telling impact because it is based upon the significant moments in our journey as a company".
CITYSCAPE GLOBAL incorporated Propriartary's specially-commissioned brand art as the main component of its Cityscape re-branding for this year’s event, and in doing so, set a record for the largest indoor space in the Middle East to employ brand art and also scored a first this year by taking its Brand Art outdoors.
Explaining the reasoning behind the decision to use Propriartary's original art to re-brand this year’s event, Ian O’Malley, Cityscape Marketing Director said: “We believe that innovation is truly the cog that keeps a company churning, but all too often we see the same tedious stock images used for various brands and campaigns and this does not reflect our aim of positioning Cityscape as a premier brand and setting ourselves apart.
"Using original artwork enables us to establish a strong brand identity, connect with a wider audience and illustrates our dedication to our brand, our visitors and our exhibitors.”
Taking brand art to the outdoors
Cityscape Global has also scored a first this year by taking its brand art to the outdoors. Commissioned by Dubai-based brand art firm, ‘Propriartary,’ themselves the innovators behind the brand art concept, some of Dubai’s largest advertising billboards and hoardings are prominently displaying Cityscape’s proprietary art in its advertising within the UAE.
"This is a very significant innovation in the concept of branding, because there is something about original art that shows quality of thinking, attention to detail and a very real desire to provide a best-in-class offering. Cityscape is making a clear statement through its use of art that these elements are at the heart of what they stand for.
"I am delighted that this world-class brand will be setting another record for the UAE in using original art to brand to celebrate the city’s iconic architecture its event at Dubai’s World Trade Centre.”
Phil Davis, CEO of Propriartary commented: “The original art we create is proprietary to each company or brand. This means that, for the first time, a piece of art is associated with a brand and communicates something about the company.
Case Study 2:
Cityscape Global - Premier Regional Real Estate Event
Jeddah collateral within Dubai Cityscape event and Jeddah master design
Riyadh collateral within Dubai Cityscape event and Riyadh master design
Dubai design backdrop within the VIP section of the Dubai event
Phil Davis signing the framed and mounted Dubai design in the VIP section
CITYSCAPE GLOBAL commissioned Propriartary to develop their master collateral for their whole range of regional Cityscape events that take place across nine major international cities . Cityscape wanted a fresh and modern approach involving custom artwork rather than simply adopting stock skyline images.
Working closely with the Cityscape team, Propriartary developed a series of city skylines that carried the same grunge effect background theme, plus a combination skyline that included selected iconic buildings representing each of the regional event cities.
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