TWENTY4
Year
2013
Client
twenty4
Branding
Creative Direction
Multimedia Design
Copywriting
Social Media
THE CHALLENGE
Launching a fast-fashion brand in the hyper-competitive Middle Eastern market means fighting against a sea of sameness. For twenty4, the goal wasn’t just to sell affordable clothes; it was to completely avoid the “cheap” stigma. We were challenged to build a disruptive, trend-first brand story and visual identity from the ground up. This meant dictating everything from the high-end visual styling and seasonal campaign direction to the bold, unapologetic language used across all touchpoints. The objective was to make the brand feel inherently aspirational, yet entirely accessible.
The Brand Voice
To position the brand as trendy without explicit focus on value it offers, we chose to show the value without ever mentioning it in the communication. This translated into a brand voice that reflected a youthful voice that exuded confidence and reflected a visual style that stood out from the competition. The brand book not only outlined this approach, it embodied it. Shoots displayed a lifestyle that met aspiration but felt accessible. Videos exhibited a boldness that personified the determination of the brand to not just follow trends, but own them.
The Legacy
From opening their first store in UAE, it was clear that twenty4 would be a major player in the fast fashion sector. The market fell in love with the apparel, incredible value offered, and, most importantly, its vibe.
twenty4 would go on to have an active audience on social media with content that went beyond seasonal sales and special promotions. The brand would offer guidance on trends, fashion and accessory tips, and inspire via curated content.
The brand grew across the GCC with additional branches in Kuwait, Bahrain and Saudi Arabia, where it proved extremely popular as well, and served as inspiration for its very own Arabic clothing line, Zahara.
Niv is a multidisciplinary creative director who helps ambitious companies uncover their core “why” and translate it into powerful, cohesive communication reflecting a string identity. Blending high-level strategy with intelligent design systems, he crafts purpose-driven brands that cut through the noise, shape perception, and command true connection in an increasingly automated world.