Graphic Design That Works

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Job:12-84823 Title:RP-Graphic Design That Works

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the sahara center

Arabian Flair

“Our concept for this leasing folder, with its elegant

proprietary shape and rich, stunning color, was to

position the center as a prestigious and multifaceted

jewel in the crown of Al Nahda,” comments creative

director Rik Klingle. “The Sahara Center, with its

unique approach to shopping, represents the new

direction in retail and leisure malls of the future.”

Inspired by the romance of the Sahara, the gradated

midnight blue cover, symbolic of the cool of night,

opens up to a rich orange inspired by the warmth of

the desert sun. “We felt that it was appropriate to

allude to both night and day, because the Sahara

Center can offer retail and entertainment experiences

virtually 24 hours a day,” adds Klingle. The overall

dramatic shape and curvilinear die-cuts play nicely off

the center’s unique architectural design. The insert

CLIENT:

The Sahara Center is a family

shopping and entertainment

center located in Sharjah in the

United Arab Emirates.

FIRM:

Thumbnail Creative Group

CREATIVE DIRECTOR:

Rik Klingle

DESIGNERS:

Valerie Turnbull and

Lindsay Rankin

COPYWRITER:

Rik Klingle

ABOVE: The embossed cover is

printed in a gradation of midnight

blue and accented by the brilliance

of the logo. The overall pocket

folder is designed with interesting

angles and curvilinear die-cuts—

alluding to the dramatic architecture

of the Sahara Center. In the

arched pocket fits several

inserts as well as a CD-ROM and

business card.

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Job:12-84823 Title:RP-Graphic Design That Works

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175# Dtp:22 Page:267

NEW)

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What Works

With its interesting angles, curvilinear die-cuts,

and vibrant color scheme, the dramatic and energetic

leasing brochure excited many North American

retailers—attracting enough of them to completely

fill the vast space. Because of the success of the

brochure, the design team was also asked to create

a website and provide the creative for the center’s

grand-opening campaign.

pages, designed to be easily accessible and update-

able, fit nicely inside an arched pocket, which also

houses a CD-ROM and business card. “One of the

reasons why the pages were individual and not bound

in was because things had not been totally solidified

at the time,” explains Klingle. “We went with a pocket

folder because the information was changing as we

were designing it. It is easier and more cost-effective

to revise and reprint an insert sheet, at a later date,

than it is to redo the entire folder.” The complete

package was created to attract North American

retailers to the new and exciting family shopping

and entertainment center.

ABOVE: Designed to be easily

updateable, the die-cut

inserts detail important

information about the various

aspects of the center. The

type is a nice combination

of Emigre Ottomat and

T26 Cothral.

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