BrandLounge, Mena region’s leading brand and marketing strategy firm, has wrapped its branding assignment for Bahrain 11, the first and biggest sporting event to be held in the GCC organised by the Bahrain Olympic Committee.

The challenging assignment included brand strategy, naming and identity creation, all brand applications development and the stadium and game halls branding, a statement from the company said.

The games are being held in coordination with Netizen, the communication and commercial partner of the event.

Thirty-three years in the making, the dream of the first GCC Games becomes a reality this month and BrandLounge was on board from the start, putting forth a brand strategy that led to the name Bahrain 11 (pronounced Bahrain One One).

The company also created a distinct brand identity for the sports tournament as well as its brand guidelines, sports pictograms, and the official mascot ‘Ghaleb’ that captures the spirit of the event, the statement said.

The comprehensive list created by BrandLounge for the event that is akin to the Arab world’s first Olympic Games covered everything from sales and marketing materials, uniforms, sports teams costumes and apparatus, retail merchandising, advertising and communication concept development, and space branding solutions.

Bahrain 11 needed a branding partner with a deep and nuanced understanding of the region and its culture. BrandLounge was able to pool its experience and creativity and drive the event’s image from strategy through to execution.

The experience implementation designed by BrandLounge included branding the stadiums and game halls built by the Bahraini government, which will be inaugurated for Bahrain 11, it said.

The assignment covered indoor and outdoor corporate space branding as well as the commercial space production in addition to details such as signage and way finding.

The tournament, which includes 11 sporting events, will take place from October 11 to 22, across 5 venues that includes state-of-the-art sporting centers like the Isa Sports Complex.

Hasan Fadlallah, founder and managing director, BrandLounge, said: “Developing actionable brand strategy can be very challenging, but also a lot of fun when you have the right tools to dig really deep and propose a strategy that hits the nail right on the head. I’m confident that we have the right ingredients for that job.”

“With Bahrain 11 specifically, our team takes a lot of pride and feels a sense of ownership as every one of us was involved in giving birth to a brand identity for an event that is making history for the region,” he concluded. – TradeArabia News Service