Amiri Capital

When Shariah compliant global investment management group, Amiri Capital approached us to develop their brand and all supporting material, it was essential for us to firstly immerse ourselves in the Islamic culture.

Challenge
Amiri Capital required a Shariah compliant visual identity that would appeal primarily to investors in the Middle East.

It was important that the design was respectful of Middle Eastern traditions, but also modern and forward thinking. The brand also had to work in both Arabic and English.

Solution
After extensive research and undertaking brainstorming meetings with the client, we created a key set of principles to represent the fund and defined the parameters in which the designs could sit.
The resultant visual brand was based on the intricate tiles and ceramics found in Middle-Eastern art. This metaphor represented the attention to detail and vibrancy of the new fund, with the icon colours and shape representing its global reach and expertise.

Result
With the brand in place and using their new marketing collateral in the Middle East, Amiri Capital have successfully attracted investment and will be launching their first fund in early 2007.