Dubai: Sometimes a short and snappy brand identity works just fine. And especially so when you are in the business of branding.
ODG Design, a branding and marketing services firm, clearly subscribes to this view. Earlier, these services were offered under three distinct identities — Retail Access, Sparkle and Creative Content.
“The agencies were indeed part of the same group,” said Hugo Van Der Schaegh, ODG Design general manager, adding that “now, all are consolidated under one name — ODG. In today’s world, all retail channels are integrated and need a coordinated and consistent approach.
“A retail concept now requires branding, brand content, digital consultancy, merchandising expertise, creative interior design all delivered by one team, now ODG.”
An immediate benefit from the consolidation would be higher visibility, according to Schaegh. The agency has bases in Dubai, Hong Kong and Singapore. Clients have included Dubai International Airport, Abu Dhabi Midfield Terminal and the World Trade Centre, for which it helped with the revamp of the F&B offering.
“Our decision in 2013 to focus on developing our offering in large travel retail design for operators and commercial developments in high traffic areas has been key to growth,” said Schaegh.
“Within the last four years, we have delivered F&B concepts, premium retail experiences and strong brand activation across all terminals within Dubai Airport,” he added.
“When creating retail designs, we consider all touchpoints, along a digital journey [coupled together] with the physical journey a shopper may entail. ODG ensures that the shopper’s journey is amalgamated into one seamless experience to bring the brand to life through design, tone of voice, etc. This is paramount to reduce any friction for the shopper.”
