"A GREAT BRAND IS A GREAT STORY"
CHOOSE YOUR STORY
Add Chapter Design is a creative advertising agency with diverse team. We are creative conceptualizers with experience in a variety of markets and brands with both English and Arabic as primary languages. With passion for the industry, we pursue excellence in everything we do. Our aim is to create concepts that communicate and captivate.
We never cease to broaden our insight in order to keep our ideas fresh and sharp.
Being a small creative agency we can offer personalized service to suit your communication and design needs, while keeping true to our passion in art and your brand.
Add Chapter Design has one clear aim:
We are brand builders.
We provide clients with the expertise, talent and intelligence they need to effectively communicate with their customers by creating stories and implementing ideas and that build great brands.
We determine who you think you are, who you really are and how you’re perceived, and the distance in between. Then we work with you on a plan to find new opportunities or bridge that gap by creating connections and shifting attitudes.
PLANNING & STRATEGY
Creative without strategy or planning is a dream, or maybe just "ART".
Creative with strategy and planning is "advertising".
We believe that creative with art, built on planning and strategy is the art of advertising.
Since the time people created goods to trade or sell as far back in time as when people owned cattle, there have been trademarks, symbols, signs or posters. In order to distinguish their goods, craftsmen printed trademarks on their goods. Ultimately, trademarks assured the buyer of the quality of the merchandise. At first cattle were branded with paint or tar, later, unfortunately, cattle and sheep were branded with hot irons. Horrifically, people have used branding on humans for various reasons; slaves were branded to mark ownership. To explain their offerings as early as ancient Egypt, Greece, and Rome merchants hung signs (using symbols and pictures) and painted their storefronts. Today, for the most part the negative connotation of branding has been abandoned for one that is positive and commercial. This is where our role (thankfully) remains, using branding to distinguish goods and services.
“THE DETAILS ARE NOT
THEY MAKE THE DESIGN.”
One look at supermarket shelves or storefronts is enough for us to know that it is no longer enough to have a product with a “nice” design. Today the story is a bit different, with consumers exposed to thousands of brands on any given day, creating the right package is essential to stand out in the crowd. Any advertising or support to a brand that is not packaged in the right way can be a waste of resources. Brands are part of our everyday lives and homes, they reflect our preferences, likes and dislikes, and their packages must likewise reflect that as well.
TARGETING EVERYONE WITH YOUR MESSAGE IS REACHING NO ONE.
SAYING EVERYTHING AT THE SAME TIME, IS SAYING NOTHING.
Overload any medium with too many messages and none of the messages will get across. The white space in your print ad is not actually 'empty' and should not be filled with every single message you ever hoped and dreamed would reach your consumer. In some cases we are offered “free” advertising space, but we need to stop and think, is it really free? Will it reach our target correctly? Understanding how to use communication correctly with the right medium is a challenging task, and minimizing messages in ways that will peak the audience’s interest and lead to an action is key.
"ADVERTISING IS TOTALLY UNNECESSARY, UNLESS YOU HOPE TO MAKE MONEY"
JEF I. RICHARDS
Whatever the objective of an advertisement or campaign, from building an image to reminding the consumer of the brand, the required end result is always increased returns or in other words “the bottom line.” Whether we are promoting a person or product we advertise to profit in some way.
That said, it is crucial to understand that reaching that end result is achieved through different types of advertising each according to a specific objective based on a clear understanding of both the brand (or product) and the target audience.
Achieving the objective of a campaign or advertisement will by default affect the “bottom line”, by creating loyalty, informing consumers about a sale, building the image, etc.
DIGITAL AND SOCIAL MEDIA
The basic principles of advertising have remained the same throughout history, only the mediums have changed. Over the last hundred years these mediums have expanded, and the speed of communication has increased exponentially, impacting the way we communicate significantly. The "net” became a powerful new way to communicate, and this exciting new world became heaven for advertisers and communication specialist. New pages and “walls” were created and “platforms” for sharing were made, and they were used to share information, pictures, videos and much more. To use this new medium correctly requires an understanding of the new principles of communication and this new medium that continues to grow and evolve every minute. This is where our role as a creative agency comes in, each member of our digital team is specialized and armed with an understanding of the different digital platforms and innovations.
Whatever the brand story is, regardless of its advertisements and designs or greatness of the product, it is the consumers that will decide the brand’s success or failure. One of the requirements of a great story is its ability to transport the reader to its world where they can sympathize with the heroes and become part of their world. Brand activation has become a necessity for a great brand story and allows people to interact with products and experience them. Brand activation will create the difference between Walt Disney as a brand and the magical world of Disney in the consumers’ minds.
Anything is possible in the world of printing today, but regardless of how brilliant the design is, without the proper printing techniques and attention to quality, even the best design can become a disaster. it is that knowledge the led us to create a specialized printing and production department with the recourses and knowhow to deliver quality printing every time.
How many times have we seen a word or phrase translated on a menu or sign that has sent us into fits of laughter? This of course is the simplest example of problems that can arise when working on or translating copy.
Copywriting legend bill Bernbach says: “advertising doesn't create a product advantage. It can only convey it.” discovering which advantage best connects with your reader is an art. Using copy to tell a product story is key being able to convey these products’ advantages through storytelling. Understanding how to connect with different audiences and using culture appropriate anecdotes to connect with them is imperative for successful copy. Although the art of copywriting for advertising has evolved in the English speaking part of the world, it is still fairly new in Arabic and in many cases is still dependent on translation or literary styles that are not always appropriately used to convey advertising messages. Having the international experience in writing great advertising copy, with a firm grasp of the Arabic language is a great advantage to have and sets us apart in the market.
WEB DESIGN AND DEVELOPMENT
The purpose of any website is to convey the image of the brand or product and highlight its attributes quickly and simply in a way that is visually appealing and enjoyable. Speed, ease and pleasure are some of the main descriptors of what we view as the digital world. Therefore, a website should not be a medium to display our passion for animation or taste in music, it should simply be informative and enjoyable. A website should not be a mirror of a company profile or flyer! In today’s business environment our dependence on digital information has put company websites at the forefront of our brands’ communication mediums, thereby increasing the importance of having a great website as a first impression of any business. We have dedicated a team of specialized individuals that have the expertise required to build websites that truly build the brand and convey its image.
EXECUTING THE IDEA?
Regardless of how strong or perfect a concept is, executing it correctly will make the difference between greatness and disaster. What the consumer sees is what is happening on the ground, and not the fantastic plan on paper or on the excel sheet. That’s why our team has the experience needed to not only conceptualize great ideas but also to fully plan, execute and supervise any event.
AND THEY LIVED HAPPILY EVER AFTER