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World Islamic Economic Forum Rebrands

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Lowe Malaysia creates new theme for 9th edition

World Islamic Economic Forum Rebrands



Lowe Malaysia has created the branding to market the 9th World Islamic Economic Forum (WIEF) which will be held at the ExCel centre, London, UK, on 29-30 October. The WIEF was formed to create a global platform to bring Muslim and non-Muslim communities together through business. This is the first time the Forum has been held in Europe.

Lowe was tasked with creating a theme to resonate with this year’s event title: “Changing World: New Relationships”. While remaining clear and elegant, the design had to reflect the Forum’s ethos, which is global, contemporary and collaborative. The theme had to work effectively for use across scales and platforms including out-of-home advertising, marketing collateral, website, print and on-site branding materials. It also needed to be distinct and relevant to this year’s location.

The agency adopted a lattice design which echoes the façade of London’s iconic ‘Gherkin’ building. The interlocking shapes of the structure also communicate the connectivity between individuals and nations that the WIEF promotes. The motif is applied throughout materials, with a clear, sans-serif typeface announcing the event.


Jackie Mah, Chief Finance Officer, WIEF, comments:  “This work is crisp and professional, and uses an architectural motif which reflects dynamism, modernity and commerce – all things which WIEF stands for. Lowe explored several possibilities with us creatively, and we have been very impressed with their depth and ability.”

Mazuin Zin, Managing Director, Lowe Malaysia says: “Partnering World Islamic Economic Forum at the global stage in London has been a momentous occasion at Lowe Malaysia. Besides getting an opportunity to showcase our communication design capabilities at the confluence of best minds in the world of Islamic and Western Economics, it also gave us the ideal platform to expand our service offerings from current B2C to B2B space.”


For more about WIEF, please visit:

Jackie Mah, Chief Finance Officer
Vicky Yip, Events Senior Manager
Najwa Yosof, Creative & Production Executive
Ong Bee Lin, General Manager
Kevin Yeoh, Business Group Head
Michelle Wong, Account Executive
Brandie Tan, Executive Creative Director
Alexis Fernandez, Senior Copywriter
Usamah Azlan, Copywriter
Eddy Nazarullah, Junior Copywriter
Faras Adanan, Junior Art Director


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MullenLowe Asia Pacific, Wed, 30 Oct 2013 04:51:40 GMT