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Our

brand
Brand Guidelines
2018
We are The
coordinates of
a thriving ecosystem
that inspires The
world-class
content. Capital
for
The Content
capital of the UAE,
championing art &
Creators
culture, technology
& innovation.

Abu Dhabi is a major cultural and commercial centre, and twofour54 is in the heart of this thriving
capital. Our vibrant community is already home to a collection of great creative minds; from
filmmakers and game developers, to publishers and writers. Global companies to local startups.
Seasoned professionals to the digitally-savvy Gen Z.

Our content creating partners have come from all over the world to shape a like-minded
community in Abu Dhabi, which was voted first in the Arab world for ease of doing business.
And together, we’re growing the media industry in the region. Because while they bring fresh ideas
and unique voices, we provide world-class studios, production facilities, office space and expertise
to help them make it.
Contents
1 2 3 4
The brand The brand
elements
The brand
templates
The brand
applications
Our vision The way we speak Print ad Stationery
Our mission Flexing our voice Social Media posts Merchandise
Our values The way we look Digital Identification
Our architecture Photography Breaking the rules Buildings
Our promise Colour palette Vehicles
Our purpose Typography
Our personality Iconography
Our essence Degree icon
Our products & services Master brandmark
Our audiences Minimum size
Clear space
Partners logos
Logo colour variations
Incorrect usage
1

The
brand
Our Our
vision mission

To be the To develop a
thriving creative
capital for ecosystem that
content inspires world-
creators. class content and
fosters the success
of the region’s
media industry.
Our
values

Open Passionate
We are open to new ideas We love our industry and
and love change. believe in its potential.
Inclusive Entrepreneurial spirit
We are a diverse group, We challenge the norm
rich in our differences. and make things happen.
Forward-thinking Innovative
We take inspiration from the Our ideas break ground, box
past and focus on the future. office records and the internet.
Creative Collaborative
We dream, we inspire and We work together to make
we create. anything possible.
Our
architecture
Media Zone Authority has established a business
& legal framework to foster the success of the
media & entertainment industry. 

Vision
To create a thriving world-class media industry that
contributes significantly to the achievement of the
Emirate of Abu Dhabi’s economic, social and cultural
objectives.

Mission
To facilitate the growth and development of the
Abu Dhabi media industry through the implementation
of strategic media initiatives, which in turn positively
contributes to Abu Dhabi’s GDP.
Our
promise
To be a thriving ecosystem and catalyst
to the media and entertainment
sectors in Abu Dhabi. To promote
and champion the content creation
industry, attracting the very best young
and dynamic talent. To add benefit,
value and real economic growth to the
GDP and success of Abu Dhabi, while
sustaining our growing media industry.

Our
purpose
To be a trusted and collaborative
partner in the creation of exciting
content that will grow the region’s
media industry and put Abu Dhabi
on the map as a creative force.
Our
personality We are creators.
Original thinkers,
visionaries, artists,
makers and enablers.
We don’t follow the crowd.
We do things our own way.
We are a credible, trusted
and dependable business
partner. You can count on
us to get things done.
We have full confidence in
our abilities, plus the drive
to make anything possible.
Our
essence

Opportunity
From growth for partners and
freelancers to employees and the
youth community, twofour54 offers,
creates and leverages opportunities in
the media and entertainment industry.
Our products Offerings
& services through the
Media Zone
Briefing Room
Authority
an online portal which connects partners to live briefs in a matter of clicks.

0% corporate tax & 0% income tax


Connect Events with 100% foreign ownership in the media free zone.
that’s already home to more than 460 media companies – all of them busy innovating,
collaborating, and creating.

State-of-the-art facilities
Government and and amazing infrastructure for the next shoot, voice recording, anything.

Travel Services
to provide logistical support, organise visas and make moving in easy.
A vibrant media & entertainment hub
that’s home to over 470 media companies, all making exciting content.

Freelancer pool
with over 600 multilingual talents. An extra hand is never too far away.
Seamless company set-up
with easy steps to start a business and run with it.

Youth community
of over 13,000 youngsters to assist with projects and contribute with 30% rebate through ADFC
valuable local insights.
on production spend for movies and shows.
Our
audiences

Prospective partners The media


Private sector businesses in the media industry that twofour54 seeks to attract, Print, broadcast and online media outlets.
from global multinationals to local entrepreneurs and start-ups.

Existing partners Local community


Partners who have already set up here. Endorsers and supporters of the media industry.

Employees Parents
Employees working with twofour54. Parents of future media leaders.

Government entities Students


Stakeholders and investors in the media sector. Youngsters looking to make a career in media.
2
The
brand
elements
We are
a vibrant,
dynamic,
collaborative This is expressed in
everything we show
and say.

community
for content
creators.
The way we...
The way We are
we speak Community-focused
We work towards our partners’ success. Everything we say and
do reinforces this.
How we speak is just as important as what we say.
We always keep things simple, engaging and Smart
relevant. We’re creative and clever; so we write with a smart twist, or a splash
of humour, wherever we can. We’re not afraid of wordplay.

Authentic
We don’t exaggerate, glorify or make lofty claims. Everything we
say is true and believable.

Conversational
We speak clearly, simply and warmly, like we’re talking to a colleague
or friend. But we never slip into colloquialism.

Confident
We’re an authority on our subject matter. So we always speak with
confidence, using relevant terminology and up-to-date references
whenever needed.

We are not
Complicated
Corporate
Over-serious
Colloquial
Flexing
our voice
Our tone of voice should be flexible enough
to address different audiences and consumer
segments.

Our voice is Smart


but not Complicated
Our voice is Authentic
but not Serious
New Prospects
Conversational, Authentic, Confident
We would say: We would say:
Driving opportunity. Your feedback can help us
We wouldn’t say: make our services even better. Campus Partners
Shifting gears in the today’s We wouldn’t say:
high-octane media landscape. Please submit your comments Smart, Authentic, Confident
and feedback.

Youth
Our voice is Confident Our voice is Conversational
but not Corporate but not Colloquial Conversational, Smart
We would say: We would say:
We’d love to hear from you. If you’re looking for an exciting Government Entities
internship in media, then
Please get in touch if you have
any questions. you’ve come to right place. Authentic, Confident
We wouldn’t say: We wouldn’t say:
Kindly contact us by email for
any further queries that you
Hey! We have tons of
awesome media companies
Local Community
may have. where you could get a really Conversational, Smart, Authentic
cool internship!
The way we...
Photography
Our photography, and the way it’s treated, Vibrant
helps us establish a consistent look and feel
for all our communication. So whether we’re We are a bright, modern and creative brand.
shooting or selecting imagery, we need to So as a rule, every shot we use should be full
keep these three key characteristics in mind. of energy, spontaneity and dynamicity.

Community-focused
Our partners are at the heart of everything we do
as a content creation community – whether they’re
creating or consuming that content. They also
bring out the emotion in a photograph. So they
should be the focus wherever possible, and like
real slices of life, never look static or too posed.

Showcasing our heritage


We are proud of our rich heritage and the
impact we can make on the future of Abu Dhabi.
So we’ll never shy away from featuring Emiratis
in our photography, and we’ll inject the essence
of our region in our imagery whenever it’s
relevant.
Lifestyle
We’ll capture the collaborative spirit of
our partnerships with shots that show the
energy, connection and communication
enjoyed across the campus.
Portrait
Portraiture should be composed
creatively to come across
as friendly, collaborative and
professional. The use of props,
windows, walls and depth of field
will inject a sense of space and
environment.

N.B.

CEO and Senior Management should be shot


against a simpler background to add a layer of
professionalism, while employees will be featured
in a more dynamic environment.

VIPs will be shot on set whenever possible, to show


them in action in their unique creative environment.

Photographer Checklist:

Photos should be more photojournalistic


and candid as possible to capture the
human side of the company.
‘Smile at the camera’ poses should be second place and
if needed we should experiment with different shooting
angles and lenses to make moments interesting.
Our imagery needs movement and vibrance.
Ambient light is preferred, with the smart use of flash.
Avoid direct flash (hard light) using a softbox
or bounce flash.
Avoid cold lights (white balance adjustment).
Events
These shots are about capturing
real, candid moments. So the images
need a sense of energy, movement
and emotion.
Architecture
Abu Dhabi is a fast evolving city.
We’re proud of our place within it
and want to showcase our home
in all its glory.
In our international and regional
communication, we will capture
wide, dynamic shots of our city’s
most iconic buildings and its
breathtaking skyline.
In our local communication, we
will highlight our modern campus
through close-up, abstract shots
of the twofour54 buildings.
Stock
When using stock, there are some things
to consider before choosing an image:
Does it look cinematic?
Does it capture a moment
or tell a story?
Is it bright and modern?
Does it have a creative edge?
If the answer is a resounding yes,
then you’re good to go.
Showcasing
community
Our partners and freelancers make amazing
content every day – and we want the world
to know about it, so that new creators will join
our community.

By promoting our partners’ work, we also


highlight twofour54 as a creative hub.

This page will provide guidelines on how


to showcase partners’ and freelancers’ work.

This will also include a checklist similar


to previous pages.
Treatment
We won’t always have the luxury of shooting
new assets for every campaign. So in order Before After
to achieve a consistent look across our shots,
stock images and partner images, we’ll
apply a simple colour treatment that will add
brightness and warmth across the board.
While the warmth brings out the yellows,
we will add purple to the blacks.
Levels

Treatment
This should simply be considered as an
example of how to treat an image to achieve
our suggested look and feel. It’s important
to note that depending on the image, the Selective color
levels will need to be adjusted accordingly to
produce the same result.

Color Balance
Film stills
The exception to the treatment rule is film
stills which cannot be doctored in any way.
Instead, these should become the hero and
set the tone for the other images used in
the same collage.

Star Wars: The Force Awakens

Star Wars: The Force Awakens

Star Wars: The Force Awakens Furious 7


Primary
colour palette

Dominant
PAPER White
CMYK 0 0 0 0
RGB 255 255 255

80% 60% 40% 20%

CMYK 48 0 89 0 Base
RGB 144 200 82 Colour
Pantone 376 C
Is a neutral tone that can
be used as a colour block
and together with the
more dominant purple
and green. It balances
80% 60% 40% 20%
out the bright primary
tones with the clean
CMYK 70 91 28 13 white space.
RGB 98 54 110
Pantone 7665C

Primary Colours
80% 60% 40% 20%

CMYK 0 0 0 72
RGB 105 106 109 To be used, preferably seperately, as
the main pop of colour on design layouts.
Pantone COOL GREY 9C

Note:
Please reffer to our corporate colour guide book for
colour and stock reference.
Secondary
colour palette

Dominant
White
80% 60% 40% 20%

CMYK 91 67 0 0
RGB 31 96 173
Pantone 2726 C
Secondary
Colours

80% 60% 40% 20%

CMYK 81 0 23 0 Base
RGB 0 182 200 Colour
Pantone 7710 C

80% 60% 40% 20%

CMYK 0 22 91 0
RGB 255 200 47
Pantone 128 C

The secondary colour palette is to


be used as an accent in illustrations,
Primary Colours
layouts etc. They are not be specifically To be used, preferably seperately, as
the main pop of colour on design layouts.
assigned to a department or section.

Note:
Please reffer to our corporate colour guide book for
colour and stock reference.
Fonts
We’ve selected clean, contemporary fonts in both
English and Arabic that work across digital and print.

0123456789

Just our type Helvetica Regular

Just our type Helvetica Bold

Just our type Helvetica Black


Fonts
We’ve selected clean, contemporary fonts in both
English and Arabic that work across digital and print.
Regardless of the copy being English or Arabic,
we will always use European numbers.

0123456789

Cairo Light ‫هو الخط فقط‬


Cairo Medium ‫هو الخط فقط‬
Cairo Bold ‫هو الخط فقط‬
On
the case
We’re a human brand. So we write our copy
in conversational sentence case, the way we
would type to a friend. Following standard
grammatical conventions also makes our copy
universally understood – both to read and to write. Headline

We only break this rule when writing our


headlines, which never feature full stops Headlines are
unless there’s more than one sentence.
sentence case
without full stops
Subheadline

Subheaders are sentence case


and never go beyond a certain
point size. We use full stops.
Body Copy

No surprises here, our body copy


follows the usual grammatical conventions.
Icons
We can use icons to visually highlight
certain topics or genres in presentations,
animations and long copy communications.

Our icons are rounded to reflect the degree


icon in our logo, and simple enough to
keep our layouts uncluttered.
Using
the degree
Since our degree icon is so prominent in our logo,
we can occasionally use it as a graphic device if
it serves a creative concept. It should never be
used without a purpose and it cannot be stretched,
warped or modified in any way.
24°25’42.856” N
54°27’48.592” E

The degree icon can also be filled


in and multiplied to form new
shapes. Like this map for example.
When using a map, we will also use
our famous coordinates.
Do's
& dont's
The degree icon is an element of the logotype
that can be used on its own as a seperate
graphical element.

The degree icon thickness


should always remain
consistant, and only either
scaled up or down.

Do not place images Do not use multiple Do not block off the
or patterns within the circles within the degree icon with
degree icon. degree icon. horizontal boxes
or text boxes.

Do not create your Do not crop the


own degree icon degree icon.
or play with
line weight.
Master
brandmark

Arabic prominant
bilingual logotype usage

Should be used for executions having


two audiences in the local market.

English prominant
bilingual logotype usage

Should be used for executions having two


audiences mainly international market but
MENA attendees.
Minimum size
The twofour54 brandmark should never be
produced below a minimum size of 20mm*.
Production tests must be carried out on all
print and alternate materials.

English

40mm 30mm 20mm

Arabic

40mm 30mm 20mm


Clear space
Calculating X

The calculated X height is based on the total


height and width of the degree icon.

Clearspace = X

The clearspace is equal to X. This is the Arabic

minimum and should be increased wherever


possible. Refer to the diagram when calculating
the clearspace. Note that the clearspace
should not be used as a guide for positioning
the brandmark on a format.

English
Partner logos
A gray line at 1pt should be used to divide the two
logos. The twofour54 brandmark should always
have clear space surrounding it. Use the following
reference as a guide when pairing up with partner
logos in horizontal and vertical layouts.
Logo colour
variations
The following demonstrates the various
applications of the brandmark on solid colour
backgrounds.

Full-colour brandmark on a white White version with green degree Full black logotype on a white Full white logotype on a black
background. icon against primary purple (this background. (This is only used background. (This is only used
is also applicable for darker- when required for black and when required for black and
coloured backgrounds). white newspapers, condolence white newspapers, condolence
ads etc.) ads etc.)

White version with white degree White version with green degree White wordmark with green Full white logotype should
icon against primary green (this icon against secondary base degree icon should be used be used on medium tone
is also applicable for lighter- grey, or black for film. on dark background images background images.
coloured backgrounds). or videos.
Incorrect
usage

Do not change the colour of the Do not move the degree icon Do not apply on top of dense Do not change the size of the
degree icon. It can only change relative to the brandmark. colour or busy background degree icon in relation to the
colour relative to the chosen Always use the supplied layouts. Only use approved logo. Do not change the colour
base and primary colours brandmark file. solid colours or background of the logo to all green.
allocated in this guide. imagery.

Do not change the colour or vary Do not warp the brand mark either Do not tilt the the logo or place Do not use the same colour for
the wordmark in any way. The vertically or horizontally to fit or at an angle. This also applies to the degree symbol and the logo,
word mark can only be used as cram into a specific area. Only use using the logo tilted vertically at unless the logo is fully white
stated in this guide. provided brandmark artwork and a 90 degree angle. or black.
always scale in perspective.
3
The
brand
templates
Print... Ad
Campaign
structure
Our campaign is split into 3 tiers –
brand ads, sector ads and testimonial ads.

Tier 1 - Brand
The brand ads introduce the Capital for Content Creators,
and offer overarching information about who we are and
the exciting work being done by our creative community.

Tier 2 - Sector
The sector-specific ads are more tactical in nature, targeting
the gaming, edutainment, digital and movie industries.

Tier 3 - Testimonials
The testimonial ads feature the people behind the work,
and their success stories.
Route 1
Route 1 is our preferred route and
is to be used for all our larger
campaigns.

The idea is to create a cut-out collage


featuring partner work across various
media sectors and at various stages
of production. The mix of digital and
hand-drawn elements showcases our
integrated creative community and
production facilities. The layouts are
playful and vibrant, with some of the
elements popping out of their media
devices, to create amusing 3D effects.
Tier 1
Brand ad

Fox Star Studios


Blink Studios
Lucasfilm
Ubisoft
Bidaya
Ajyaal

ConnectMedia
Bidaya with opportunity in oneeducational
makes exciting of the world’s fastest for
content, growing
kids, media markets. Join
our creative
such as Iftahcommunity,
ya SimSim,and script
from your success story
conceptualisation with over
to sound and470 partners who
are making
editing, rightthe most
here onof thecollaborative
our best local talent, knockout
campus. You production
too can facilities and
access
join overto470
newpartners
businessandfrom our online
make Briefing
the most of our Room. Start your business with
state-of-the-
ourfacilities
art simple 3-step set-up process,
and multilingual and then
freelance base.justNow
press play.
let’s Now let’s create.
create.

Make
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twofour54.com
twofour54.com
Tier 2
Sector ads

Production Edutainment Gaming

CSI by Ubisoft

Make
your hit Iftah Ya Sim Sim
by Bidaya

with Make
knockout Make your play
facilities Star Wars:
The Force Awakens
futures with where
new-school all the
content players are
Bring your film or TV show to twofour54 Abu Dhabi and get access to our Bidaya Media imaginations
makes exciting in aeducational content,
whichfor
is kids, Bidaya Media makes in exciting educational
Inspire young growing market passionate about Set up your business the heart of the USDcontent, forMENA
3.2 billion kids,
award-winning studios, world-class facilities and experienced bilingual such as content.
Iftah ya Whether
SimSim, it’s
from conceptualisation to our
sound and campus gives such
original a film, TV show, or app, creative regionasgaming
Iftah yaindustry,
SimSim, atfrom conceptualisation
the Capital to soundEnter
for Content Creators. and
crew. Set the scene with Abu Dhabi’s blockbuster locations, and get a editing,
you accessrighttohere on our
the A-Z collaborative
of media, campus. You
with award-winning too can
studios, world-class facilities editing, right here onlevel
our up
collaborative campus. You too can
the game faster and with ease with our simple 3-step
piece of the action with ADFC’s epic 30% production rebate*. Now let’s roll. join over 470 partners and make the most of our state-of-the-locations, and join over 470 partners and make the is
most of our
and experienced crew. Set the stage with Abu Dhabi’s stunning set-up process. Our creative campus geared up state-of-the-
with all the best
art
callfacilities
the shotsandwithmultilingual
ADFC’s 30% freelance base.
production Now let’s
rebate*. Now create.
let’s put on a show. art facilities
local andfacilities
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twofour54.com

*Terms and conditions apply.


*Terms and conditions apply.
Tier 3
Testimonial ad
Taghreedat

We made
these
little
guys
speak
Arabic

Taghreedat is the talk of the town, having translated and created the
Arabic voiceovers for the Minions movie, while taking full advantage
of our creative campus. You too can join over 470 partners and
make your next hit with our state-of-the-art facilities and multilingual
freelance base that speaks your language. Now let’s talk.

Make it at
twofour54.com
Route 2
Route 2 is to be used for all our small-
scale communication which require a
quick turnaround.

In this route, we’re using a similar


collage style, but we’re using a split-
screen layout, whereby the top section
features the production process and
the bottom showcases the end result,
the engagement, or the consumption
of our partners’ work. It’s a clean way
to organize our layouts, by giving
them a chronological flow from top
to bottom.
Tier 1
Brand ad

Fox Star Studios


Blink Studios
Lucasfilm
Ubisoft
Bidaya
Ajyaal

Connect with opportunity in one of the world’s fastest growing media markets. Join
our creative community, and script your success story with over 470 partners who
are making the most of the best local talent, knockout production facilities and
access to new business from our online Briefing Room. Start your business with
our simple 3-step set-up process, and then just press play. Now let’s create.

Make it at
twofour54.com
Tier 2 Edutainment Edutainment (1 partner)

Sector ads Iftah Ya Sim Sim


by Bidaya
Iftah Ya Sim Sim
by Bidaya

Make Make
futures futures
with Lamsa
with
new- new-
school school
content content
Bidaya Media imaginations
Inspire young makes exciting in aeducational content,
growing market whichfor
is kids,
passionate about Bidaya Media imaginations
Inspire young makes exciting in aeducational content,
growing market whichfor
is kids,
passionate about
such as content.
original Iftah ya Whether
SimSim, it’s
from conceptualisation
a film, TV show, or app,to our
sound and campus gives
creative such as content.
original Iftah ya Whether
SimSim, it’s
from conceptualisation
a film, TV show, or app,to our
sound and campus gives
creative
editing,
you accessrighttohere on our
the A-Z collaborative
of media, campus. You
with award-winning too can
studios, world-class facilities editing,
you accessrighttohere on our
the A-Z collaborative
of media, campus. You
with award-winning too can
studios, world-class facilities
join
and over 470 partners
experienced crew. and make
Set the thewith
stage most
Abuof Dhabi’s
our state-of-the-
stunning locations, and join
and over 470 partners
experienced crew. and make
Set the thewith
stage most
Abuof Dhabi’s
our state-of-the-
stunning locations, and

Production Gaming
art
callfacilities
the shotsandwithmultilingual
ADFC’s 30% freelance base.
production Now let’s
rebate*. Now create.
let’s put on a show. art
callfacilities
the shotsandwithmultilingual
ADFC’s 30% freelance base.
production Now let’s
rebate*. Now create.
let’s put on a show.

Make
Make ititatat Make
Make ititatat
twofour54.com
twofour54.com twofour54.com
twofour54.com

*Terms and conditions apply. *Terms and conditions apply.

Digital
CSI by Ubisoft

Make
Make your play
your hit where
with all the
knockout players
facilities are Make
likes
VICE Arabia

Hamdoon by Ajyaal with


Star Wars:
The Force Awakens

like-
Bring your film or TV show to twofour54 Abu Dhabi and get access to our
award-winning studios, world-class facilities and experienced bilingual
Set up your business in the heart of the USD 3.2 billion MENA
minded
creators
region gaming industry, at the Capital for Content Creators. Enter
crew. Set the scene with Abu Dhabi’s blockbuster locations, and get a
the game faster and level up with ease with our simple 3-step
piece of the action with ADFC’s epic 30% production rebate*. Now let’s roll.
set-up process. Our creative campus is geared up with all the best
local talent and facilities you’ll need to score. Now let’s play.

Make it at Make it at
twofour54.com twofour54.com

*Terms and conditions apply.

Fast-forward your success story at twofour54 Abu Dhabi, and share


exciting content in one of the most digitally advanced countries in the
world. Click with our world-class partners and talented freelancers, and
collaborate, from ideation to production. Just cut to the action with our
3-step set-up process and 0% corporate tax. Now let’s get online.

Make it at
twofour54.com
Tier 3
Testimonial ad

Taghreedat

Taghreedat is the talk of the town, having translated and created the
Arabic voiceovers for the Minions movie, while taking full advantage
of our creative campus. You too can join over 470 partners and
make your next hit with our state-of-the-art facilities and multilingual
freelance base that speaks your language. Now let’s talk.

Make it at
twofour54.com
The big picture
Route 1 Route 2

Fox Star Studios


Blink Studios
Lucasfilm
Ubisoft
Bidaya
Ajyaal

Brand
ConnectMedia
Bidaya with opportunity in oneeducational
makes exciting of the world’s fastest for
content, growing
kids, media markets. Join
our creative
such as Iftahcommunity,
ya SimSim,and script
from your success story
conceptualisation with over
to sound and470 partners who
are making
editing, rightthe most
here onof thecollaborative
our best local talent, knockout
campus. You production
too can facilities and
access
join overto470
newpartners
businessandfrom our online
make Briefing
the most of our Room. Start your business with
state-of-the-
ourfacilities
art simple 3-step set-up process,
and multilingual and then
freelance base.justNow
press play.
let’s Now let’s create.
create.

Make
Make ititatat
twofour54.com
twofour54.com

CSI by Ubisoft

Make
your hit
Iftah Ya Sim Sim

Sector
by Bidaya

with Make
knockout Make your play
facilities Star Wars:
The Force Awakens
futures with where
new-school all the
content players are
Bring your film or TV show to twofour54 Abu Dhabi and get access to our Bidaya Media imaginations
Inspire young makes exciting in aeducational content,
growing market whichfor
is kids,
passionate about Bidaya Media
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*Terms and conditions apply. *Terms and conditions apply.

Taghreedat

We made
these
little
Testimonial guys
speak
Arabic

Taghreedat is the talk of the town, having translated and created the
Arabic voiceovers for the Minions movie, while taking full advantage
of our creative campus. You too can join over 470 partners and
make your next hit with our state-of-the-art facilities and multilingual
freelance base that speaks your language. Now let’s talk.

Make it at
twofour54.com
Social Media
posts
How we
get likes
Social media is a great way to connect with our
tech-savvy audience. But because it is such a busy
medium, to make an impact we need to be clever, 9:41 AM

Photo
100%

clear and catch our audience’s attention from


twofour54

2454abudhabi

the word go. The below guidelines will help grab


Sponsored

eyeballs, attract likes and get more shares online.

Click-list
Production Spotlight Production Spotlight

Here are a few things to remember, to start trending.


Partner Spotlight

All images/videos must be created in the 1:1 format


14,245 views
Follow the 3-second rule. Videos must grab attention in Make your success story in the Capital for Content Production Spotlight

the first 3 seconds Creators. Bring your business to twofour54 today.

Posting on Instagram? Images work best!

Posting on Facebook? Videos perform better

Posting on Twitter or LinkedIn? Try infographics and animation


for best results
Photography Photography
and video We have a very small window to catch the users’
attention, so let’s make the most of it.
We should use full-bleed images that are vibrant and
Using the degree interesting, with clear and clever communication.
To keep our layouts and videos clean, instead
of using the twofour54 logo, we will use the Copy rules
degree symbol.
Should be short and concise (not more than 6 words or 4 lines)

Shouldn’t cover more than 15% of the frame


The degree symbol should preferably appear on the top right corner
for posts in English, and on the top left corner for Arabic posts Should appear in white space, and not over characters or objects
(placement can vary depending on the image)
Should be white against dark colours and green against light backgrounds
Green is the preferred colour. If visibility is a problem however,
we can use a white degree symbol Leading must be tight

The degree symbol should be in solid colours without transparency

Lorem Lorem ‫ويكيبيديا ثم‬ ‫ويكيبيديا ثم‬


ipsum dolor ipsum dolor ‫عن هامش‬ ‫عن هامش‬
sit amet, sit amet,
consectetur consectetur ‫القادة‬ ‫القادة‬
Videos
Our videos should always be snappy and End frame without hashtag:
communicate our message smartly, without beating If it’s a relatively unknown cause or celebration.
around the bush.

End frame

We will add an end frame to all our videos and keep


a consistent style going.
The degree symbol Cut to a large green The twofour54 logo
appears on the top right degree symbol forming appears on the white
End frame with hashtag: corner until the end frame on a white background background, with the
begins. This will only be website
If it’s a well known cause / celebration or is trending online. applicable to videos
that are not graphic
based as they will
already be heavily
branded

More than one logo?

The secondary logo appears


on the right, and the twofour54
logo on the left, and they will
be separated by a divider.
The degree symbol Cut to a large green The twofour54 logo
appears on the top right degree symbol forming appears on the white
corner until the end frame on a white background background, along with
begins. This will only be the hashtag and the
applicable to videos website
that are not graphic
based as they will
already be heavily
branded
Videos Designed
images and
Rule of thumb for thumbnails

To get viewers to click on our video, the thumbnail


animations
should pique their curiosity and get them excited about
what they’re going to see.
Use only our primary or secondary brand colours for our background.
White should be avoided however

Do’s Use a light and subtle radial gradient on the background (and not the
foreground). Opacity can vary depending on each post, between 25%-80%

The degree symbol should preferably appear on the top right corner for
posts in English, and on the top left corner for Arabic posts (placement can
vary depending on the image). Green is the preferred colour. If visibility is
a problem however, we can use a white degree symbol. The degree symbol
should be in solid colours without transparency

All videos should be supported by a relevant soundtrack


Use celebrities Use exciting shots Use neatly-cropped
and well-known that tell a bigger story shots
personalities
Lorem ‫ويكيبيديا ثم‬
ipsum dolor ‫عن هامش‬
sit amet,
consectetur ‫القادة‬
Don’ts

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ipsum
dolor sit
amet

Do not use confusing Do not use shots that Do not use shots that
and blurred shots are irrelevant and don’t crop the subject
tell a story
Images and For videos, add a solid text box with rounded edges at the bottom left side

videos sourced
of the frame. This disappears after a few seconds

Use purple for “Partner Spotlight” and green for “Production Spotlight” Use

from partners
a purple texy box for “Partner Spotlight” and green for “Production Spotlight”

and productions
‫شركاؤنا في سطور‬
‫إنتاجاتنا في سطور‬ Production Spotlight
Partner Spotlight ‫شركاؤنا في سطور‬
Production Spotlight

Partners and productions will share these videos


and images with us, and we are not permitted to
crop or edit the content.
Don’ts

Do’s
Do not add any other text on this content

For images, add a solid strip at the bottom of the frame with “Partner Do not add an end frame, or the degree icon
Spotlight” or “Production Spotlight” (in Arabic and English), when showcasing
Do not repost partner images or videos. Instead get the content from them
partner work or productions
and post it under the “partner spotlight” and “production spotlight” banner)
Use a purple strip for “Partner Spotlight” and green for “Production Spotlight”

Ask partners and productions to share images with limited or no text on top
of the image, in the 1:1 format

If partners share rectangular layouts, use a white background

Do not post images Do not post images Do not post images


with small fonts and with text over the with unclear visuals
too much copy objects or people and confusing
messaging

Partner Spotlight ‫إنتاجاتنا في سطور‬ Production Spotlight ‫شركاؤنا في سطور‬ Production Spotlight ‫شركاؤنا في سطور‬

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