About
Established in 2016, Idealz Holding serves as the parent company and sole owner/operator of six innovative, tech-enabled ventures based in Dubai and United Kingdom: Idealz Global, Idealz Enterprises, Adflix, WellPlaid, Dream Dubai (in partnership with Dubai Economy & Tourism - DFRE), and Winnrz.

Challenge
Tasked with creating a challenger brand for the growing Ath Leisure market, establish a brand ecosystem including strategy, visual identity and associated system that would set a new corporate narrative to engage and resonate with the younger audience.

Solution
Following extensive consumer and in-depth market research, we developed a brand ecosystem including strategy, brand name, visual identity and art direction for this new charitable label. WellPlaid is original and on-point with its links to a game of chance – Winnrz – that makes charitable donations to causes based across the Middle East and Africa. Based on Plaid material, additional, engaging icons were developed to set the narrative, engage and resonate with customers across multiple tech-based platforms.