Richard Midgley/Creative

I was approached by Mikyajy’s Head of Product and Creative Development in my capacity as a creative / strategic brand consultant. Their brief was a brand rejuvenation / transformation project.

Historically Mikyajy was one of the biggest cosmetics manufacturers and retailers in the Gulf States and has enjoyed market dominance. Although, more recently they are being challenged by the big foreign brands and the explosion of social media.

Their target audience of middle income young women, is being exposed to a barrage of new visual stimuli and the Gulf States are in the middle of a cultural revolution.

I set about the brief by conducting an audit of Mikyajy’s current marketing communications. I then researched and delivered a “Brand Blueprint” with an evolved look, feel and tone of voice across a comprehensive range of media touch points.

Carefully not losing sight of the brand’s middle eastern audience and heritage, but rather engaging in brand storytelling around a developed and understood audience/character profile.

The primary objective being working towards delivering a genuine dialogue with the brand’s audience on a personal level.

This is a condensed version of the final presentation. All images used are “found” and non commissioned.