Al Nokhba / Great ideas are realised through great minds. Behind the world’s greatest inventions, behind society’s most innovative developments, lie the people with the vision, brilliance and dedication to make leaps into exciting, untapped new territories. These are the trailblazers. The Al Nokhba.

Minds shaping the future

The Al Nokhba is a unique development programme managed by the Abu Dhabi Education Council (ADEC), the Advanced Technology Investment Company (ATIC) and GlobalFoundries, to provide tomorrow's technology industry leaders with world-class education and career opportunities.

From the playground to the laboratory, the Al Nokhba initiative is allowing Abu Dhabi to become a pioneering force in the development of the advanced technology industry by identifying, developing and preparing elite students between the ages of 11 to 18, for a step change in the power and application of semiconductors within the microchip technology industry.

Engaging tomorrow’s leaders, today

To strengthen its position as the leading platform for students undergoing digital education and scholarships, Al Nokhba engaged Eleven to refresh their brand identity in order to optimise engagement and inspire the best and the brightest future leaders right here in the United Arab Emirates.

Tasked with creating a clear and consistent brand position and coherent identity system to help them achieve their strategic objectives both internally and externally, Eleven worked closely with all stakeholders to deliver an innovative, high-quality visual language system that could express itself globally in a consistent and creative way.

The modernist Arabic identity was designed to allow for flexibility, meaning the individual events, summer camps and scholarships could be expressive in their own right as and when required. Eleven developed a systematic approach to brand communications with comprehensive brand guidelines and brand identity toolkit to help drive consistency across the entire initiative.

Flexibility and consistency

The key component of the visual identity is a modular, core information matrix of graphic tools; identity, colour palette, tone-of-voice and messaging come together in a proportionally fixed, yet flexible way for each and every brand touchpoint. Each touchpoint can be more or less expressive, dependent on the type of communication being created and its relationship to the Al Nokhba platform.

This distinctive solution provides a consistent visual framework, instantly recognisable as belonging to the initiative whilst allowing creative freedom when communicating to the uniquely different youth age groups. Building on an extensive visual audit, we aligned all internal and external engagements, behaviours and initiative activations with a modular brand idea, resulting in targeted propositions for each age group that ensured all brand communications worked together as a part of a coherent whole.

What we did

• Brand architecture
• Brand guardianship
• Brand identity
• Copywriting
• Digital design
• Messaging
• Naming
• Visual identity