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Al Hama Company (AHC)

Al Hama Company (AHC) is the group structure for a suite of fashion retail brands with high fashion distribution agreements and outlets across the Middle East.

Branding • Design for print • Editorial

Design a magazine brand and masthead that would appeal to South Africans living abroad. Firedog was tasked with the magazine’s name generation, primary branding applications, 1st issue cover design and overall lay-out design. Phase 2 is currently underway which sees us deliver a media pack, company website, advertising templates and a direct mail campaign aimed at advertisers/media planners.


The ‘splat’ treatment of the identity is aimed to create standout in the marketplace. We’re using this as a key brand differentiator across a number of touch points. Other than that, Firedog subscribed to clean magazine design coupled with sound strategic branding. The identity has been designed to live in different colours and seasonal tones.

The chain aimed at the affluent 18-35 male/female market across the Middle East. Our research offered significant insight and direction on how the brand should be developed.

A move towards a younger, funkier mark was the direction stipulated by the qualitative research. Our target audience is the MTV generation and had more Western values than were originally anticipated. Firedog produced the strap-line ‘To The Edge’ to offer an urban feel and to create a call-to-action by working the name and strap-line together. At the time of writing, Firedog is busy planning the development of the visual identities for the suite of brands.

WORDS: firedog