Level

Level Production is an events company famous for its creative themes and impeccable executions. With an impressive client list that includes the likes of L’Oréal, Atlantis, Mercedes-Benz, and Dubai Culture, Level needed a brand that reflected the quality of their productions, and the range and size of the projects they handle.

The company approached me for a full branding scope that included logo design and visual identity, web design, stationery and corporate brochure. I worked closely with the client to develop their positioning first, articulate their key messages and establish their tone of voice. Brand criteria that emerged during the process were ambitious, youthful, engaging, and elevating.

Level does so much more than just executing events. They were really designing experiences rather than mere stages and acoustic systems. The brand idea, “Elevating Experiences”, was born.

To translate this visually, the logo made use of separate bars that came together in the letterforms, and then expanded throughout the collaterals to float around as graphic elements. Engaging content and clear key messages were developed in both English and Arabic to ensure a consistent tone of voice. The result was a dynamic, ambitious brand that clearly communicated the idea of “Elevation” across every touchpoint and answered the brand criteria.