Societe D'amenagement De Zenata Design & Branding CITY OF ZENATA by Landor Paris


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Industry Destinations (Countries & Places), Public awareness
Media Design & Branding
Market France
Agency Landor Paris
Creative Director Jason Little Re
Designer Adam Brown, Leslie Pochat
Released February 2012

Credits & Description

Category: Logo Design
Product/Service: ZENATA
Designer: Adam Brown (Landor Associates Paris)
Senior Designer: Adam Waugh (Landor Associates Paris)
Designer: Leslie Pochat (Landor Associates Paris)
Senior Motion Designer: Antoine Monegier (Landor Associates Paris)
Creative Director: Jason Little (Landor Associate Paris)
Senior Designer: Malin Holmston (Landor Associate Paris)
Executive Director/Corporate Brands: Stephane Dubard (Landor Associate Paris)
Senior Client Manager: Rachid Adghoughi (Landor Associate Paris)
Strategic Planning Consultant: Clément Chabert (Landor Associate Paris)
Media placement: Corporate Stationary - For BtoB Contacts - 3 February 2012

Describe the brief from the client
Zenata is a new city just near Grand (East) Casablanca, Morocco. An unprecedented project in Morocco, Zenata will be a city of 300,000 inhabitants - the first eco-city of its kind, guided by the idea of a modern, environmentally friendly city.
Zenata also conveys a social ambition to be an inspiring city for the rising Moroccan middle class, with the ultimate goal of becoming an international showcase of Morocco and a true source of national pride.
The agency was asked to develop the positioning and the identity.

Describe the challenges and key objectives
The city of Zenata highlights the city’s great ambition to be one of the world’s most ground-breaking urban projects.
Casablanca has become an urban mess, especially on its eastern side. Meanwhile there are some virgin territories there, which people consider a polluted place because of slums and a power plant.
Zenata’s branding objective is thus to accompany the project’s roll out by helping target audiences to reconsider their perceived ideas about the existing territory and envision the city as a unique opportunity for Morocco, Casablanca’s investors and its future citizens.

Describe how you arrived at the final design
We developed the positioning and design system that represents modernity without disrupting traditional Moroccan codes.
The design uses a culturally emblematic shape –the pentagon- and reinterprets it into:
- A foundational unit of the urban framework: the house
- A metaphor of the collective environmental commitment: a beehive segment
- A link to its Moroccan heritage: an evocation of the Sherifian star
We also developed a complete identity system based on this structure that can be used for all the activities of a city, and also for the city’s architecture and street furniture.

Give some indication of how successful the outcome was in the market
Since the city of Zenata is still under construction, it’s somehow difficult to provide a quantitative answer.
Yet developing the city’s identity ahead of its construction is meant to help promote the project amongst key stakeholders, and drive future investment.