TAWDHEEF X ZAHEB

Giving UAE Nationals access to the right knowledge and tools, so they can have the skills and confidence to pursue their dream careers: this is the purpose of the must attend career exhibition for the Emirati community promoted by Informa Connect, a network of events, intelligence and expert industry leaders to help professionals and businesses grow by connecting them with knowledge, ideas and opportunities in the MEA region. We created a concept that would highlight the core qualities of the event, starting by the naming. We chose “Tawdheef x Zaheb”, which means “Ready to work”. Why? To enhance the philosophy and the key values of the event, a unique opportunity for workers to unlock their potential, foster career development and discover new industries.

We know that most of our audiences are young and even though we addressed a large audience the future is in the youth. That’s why we wanted them to feel comfortable with a brand that would talk to their hearts and gain their trust. We developed a fresh brand with vibrant colors to match the mood and style of the younger generations and communicate the shift from a pure job fair to an event that helps and guides the youth to the right job and career choice.

We developed a communication toolkit that would embody the vision and the mission of Tawdheef x Zaheb in a strong and relevant way, which is for UAE Nationals to be confident, skilled and competitive in the local and international employment market by empowering them with tools and resources to achieve professional excellence. Through our storytelling we wanted to support UAE Nationals in their ambitions of growth and contribute to the national wellbeing. The communication plan also included the brand naming, logo, branding manual, an introductory video, a brochure and some key branding visuals.