Always of the moment

Following a long and very successful career as a Khaliji/operatic singer in the MENA region Nawal had ambitions to take her brand beyond music. To do this Nawal needed to re-affirm her relevance with current fans, establish relevance with younger audiences, and make sure her music would resonate across different categories.


Together with Nawal and her team, we developed the brand purpose ‘Always of the moment’. Core to this re-brand is that Nawal is always relevant in her audiences’ lives. Through her music that speaks of everyday life, she invites her audiences to find their truth at that moment in time.