Vibrand 360: Lighting up the creative scene in the Middle East

The minute we walk into the creative and cosy office space of Vibrand 360, we know that the brains behind it aren't those of your average creative director. Abdul Shafeek, the CEO and Creative Director of Vibrand 360, is a born artist with a special connection to sculpture and painting and a natural flair for creativity. This region is lucky to have him and his agency as he gives his magic touch to the advertising campaigns and brands around him because from his perspective, "Exceptional is an Expectation".

Please tell us about your background and your professional journey. How did you come up with the idea of establishing Vibrand 360?
My creative journey started from childhood by assisting students in their academic projects. That marked the start of my creative installation. Soon after completing BFA in Applied Art, I gained experience as an Art Director in a few creative agencies in Kerala, then moved to Dubai to explore the glitzy creative market of Dubai.

What truly inspired me was the welcoming landscape of Dubai, towards fresh ideas and creativity. I used to get creative design assignments and the works were well received in the artistic circle of Dubai. It was after I won the Lynx Award 2008, where I competed amongst the greatest advertising minds in the region, that the Idea of an Independent Creative Agency lit up in my mind and thus Vibrand 360 was born.

What are the main services that Vibrand 360 provides?
We provide creative services with an infusion of strategies. Being an award-winning creative agency in Dubai, we offer 360-degree solutions. We are known for exceptional conceptual based approach in all our services.  A few of our services are Corporate Identity, Package Design, Event Activations, Digital Marketing Solutions, Website Development, Radios Spots, TVCs, and anything that requires creativity. Having a creative and artistic background gives me the edge over my contemporaries in the industry as I bring to the clients table the best of both worlds as far as creative strategies are concerned.

What sets you apart from your competitors?
We are known for thinking beyond the box designs and a few of our brochures were the talk of the town. Our concept-driven approach makes us stand out from the herd and makes our creative results remain time-tested. Our unique concepts, style and knack for three-dimensional models in print advertising and publishing sets us apart and breaks the clutter.
When a client comes to us, we know they expect nothing less than a never-been-done-before concept and this uniqueness goes all the way to execution too. Our famous child safety and underwater photography camera campaigns show that we are never afraid to mix various mediums digitally to convey our brand strategy and concepts. Our passion for 3D invites and brochures is perfectly depicted year after year in the work that is produced for a very famous cultural festival - the International Kadhakali and Koodiyattam Foundation (IKKF). We just love challenges and our amazing clients keep challenging us to new heights of creativity and success.

What difference has your strategic approach made to counter this year's unexpected pandemic?
I believe in the magic of creativity. Whatever the situation is, creative businesses bounce back with full power. For me, every day is the right day to do creative business. We revived our strategies in compliance with the recent digital inclination in marketing. Not just that, we are also guiding our clients towards shifting their services towards a digital platform and are with them every step of the way.

What are your future plans?
Expansion plans are there already; we have a small team in India. We are now modelling plans to expand across the GCC. We have been approached for many joint ventures, however, I always give everything my 100 per cent and I would need to truly know the market before we set up shop there.

Name a few of your milestone achievements
.    Gold Winner Young Creatives, Dubai Lynx Awards, 2008. Competing against the big-league-creative  Agencies in the UAE, the 24-hour long competition had a wonderful end and marked a major milestone in our agency life.
.    Princess Haya Award for outstanding marketing campaign for "Anything is Possible" Campaign.
.    LimeLight Award for Baby Shop's Child Safety Campaign.

However, I would like to add that for me the biggest and most important award is my client's satisfaction and their success that follows our campaigns and branding projects for them. Nothing can be more rewarding than seeing those that you have worked so hard for appreciate your work and acknowledge your efforts.

Where do you see your company in the next five years?
I have a four-step route mapped out and we have already passed the first two. Establish Vibrand 360 as one of the leading creative labs; set up our production unit with the latest skill-set and technologies in the industry; expand our expertise and spread our wings globally; and be a one-of-a-kind global 'Branding Boutique' that exclusively creates stunning brand Identities for businesses from small to big. Just two more steps to achieving this vision that we have been working so hard towards.

How do you build trusting relationships with stakeholders/clients?
Effective and efficient communications, and exceptional creative results take our creative relations go long-term. Our client list ranges from multinational freight forwarding companies, leading automobile brands, to great chocolatiers, travel and tours, etc. I will not pitch something to a client that I do not believe in myself, as I always put myself in their shoes before taking on a project. I believe in educating clients about branding first and then guiding it to success. I don't want anyone to follow me blindly; I want them to understand where my ideas are coming from and how they will project their brand towards success.

Any message for young, aspiring entrepreneurs?
Dubai is always the landing place of innovation. Every aspect of life involves creativity all we need to do is to keep up with the times and apply creativity to everything around us. Our aim should always be to stand out. If your start is impactful, success will most definitely follow.

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