Innovation

Quest Dorms: Helping Students Reach Self-Fulfillment

Challenge

The hotel was very outdated and was not capitalizing on its location. The new vision was to turn it into a dorms to accommodate students while differentiating itself from the existing competition within the surrounding area.

Work

> Conducted interviews with students to gain insights such as demographics, attitudes, wishes and complaints 
> Highlighted the latest trends governing the industry globally and locally  
> Analyzed the competitive landscape and developed a unique positioning for the dorms allowing it to exploit an identified market gap 
> Audited the space & studied / analyzed the layouts of the floors in collaboration with the interior designer 
> Branding: brand essence (purpose, values, onlyness) and brand character
> Conducted an internal workshop to identify the incentives for the youth to reach self-actualization 
> Created “Concept Design” for the interior of the space 
> Followed up closely with the interior designer to ensure implementation of the concept 

Results

> Branding: brand essence (purpose, values, onlyness) and brand character
> Conducted an internal workshop to identify the incentives for the youth to reach self-actualization 
> Created “Concept Design” for the interior of the space 
> Followed up closely with the interior designer to ensure implementation of the concept 

Innovation, Branding, Communication

Ehtiwa: Turning a children’s development center into an innovative one.


Challenge

Bland identity / non-children friendly space

Space: Community, solutions, non-medical morbid

Create a Community

Convert the Skeptics

Services and unique selling point was understated

A message of optimism and professionalism

An idea that is core to ehtiwa: Involve the whole family and community.


Intervention

- An audit of existing strategies, gaining insights from trends affecting the industry. 

- Associational thinking exercises from case studies from different disciplines.

- Space Audit 

- Workshop: Space Analysis with client

- Internal Workshop for environment closely with a concerned parent

Quick conversations with affected parents  

- Rebranding: purpose, values, onlyness statement and brand identity

- Wayfinding / signage

- Setting direction with local interior design firm

- Overseeing and following up

- The child, family and society

الطفل، الاسرة، والمجتمع


Solutions

> Reinvent the Space / user and staff journeys

> More representative brand identity

> Welcome Kit 

> Superheroes

> The space and retail section

> Mobile Intervention Unit

> Brand Identity / Values

> Brand Tagline:


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Ehtiwa

Ehtiwa’s integrated team embraces the patients with a variety of programs characterized by individuality and tailored to match the needs of beneficiaries and their families. These personalized programs cover areas such as early intervention, family support, extended home or school service programs, academic support, and behavioral therapy.

“Blue Hat Helped us re-launch our center with an awesome concept that we’re all proud of!”
- Alia AlBazie, General Manager, Ehtiwa

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