Summary

J.Portman partnered with Basmat Sama, a growing food trading company in Qatar, to completely redesign its brand identity. The goal was to create a unified brand that looks appealing on supermarket shelves and credible in front of B2B buyers — from restaurants to hotel procurement teams.

Challenge

Basmat Sama operated in two distinct worlds:

• A consumer-facing line of packaged goods displayed on supermarket shelves
• A B2B distribution business supplying to restaurants, hotels, and institutions

Their existing brand didn’t speak clearly to either audience. The identity lacked cohesion, emotional resonance for consumers, and professional polish for corporate buyers.

The challenge was to create a brand flexible enough to work across SKUs and sectors — without looking generic or fragmented.

Approach

We began with a dual-audience brand audit and stakeholder interviews to understand the brand’s true role in people’s lives — from shoppers looking for quality staples to chefs trusting their supply chain.

Our work included:

• Development of a strategic brand platform with dual messaging tracks (consumer & corporate)
• Creation of a modern visual identity that balances warmth and trust — approachable for everyday buyers, credible for procurement teams
• A packaging design system for retail that stands out, while maintaining brand consistency across categories
• A flexible corporate brand kit (stationery, sales decks, delivery truck signage) designed to support B2B outreach and tenders
• Tone of voice guidelines tailored to both social media and formal commercial communication

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Outcome

• A cohesive brand identity that bridges B2C and B2B without compromise
• Significantly improved shelf presence in national supermarket chains
• Enhanced trust and professionalism in distributor relationships
• A scalable brand system ready for product expansion and regional growth
• Strong internal alignment, making it easier for teams to represent the brand across touchpoints

Summary

J.Portman led the rebranding of Bohsali Al Kasser, a family-owned business with deep roots in Lebanese sweet-making and Middle Eastern gifting. Our goal was to honour its legacy while creating a modern identity that appeals to a new generation of refined customers.

Challenge

Bohsali Al Kasser carries a name built on decades of tradition — a mark of quality, family, and authenticity in the world of artisanal sweets.

But as the brand expanded into a broader, regional clientele, it needed to evolve:
How do you modernise a heritage brand without losing its soul?
The challenge was striking the right balance between tradition and contemporary design, especially for a brand so closely tied to personal memory and culture.

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Approach

We approached the project with sensitivity and depth, focusing on what made Bohsali Al Kasser special: its family story, commitment to craft, and the timeless elegance of hospitality.

Our process included:

• A brand audit across all touchpoints (packaging, shop experience, digital presence)
• Preservation of essential heritage elements — Arabic calligraphy, regional colour tones, and visual patterns
• Creation of a modernised logotype and supporting symbol that honour the original family mark
• Introduction of a refined visual system for packaging, signage, and seasonal gifting collections
• A verbal tone rooted in warmth, generosity, and quiet confidence

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Outcome

• A reimagined identity that feels both classic and current
• Increased brand recognition and trust among younger customers and new B2B clients
• A full brand guideline system now used across retail, corporate gifting, and digital channels
• A refreshed foundation for future growth and regional expansion, without compromising the brand’s origin

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Summary

Aspire Zone Foundation is an innovative multi-purpose zone that features state-of-the-art sports facilities. AZF is a group made up of three organizations: Aspire Academy, Aspetar Sports Medicine and Orthopaedic Hospital, and Aspire Logistics. Enhancing sports performance is the organization’s mission.

Challenge

In this project, the challenge was to develop a visual concept that would integrate the overall brand and to provide strategic guidance in its application across Aspire Logistics, Aspetar, as well as Aspire Academy.Aspire set out to develop a 5 year internal marketing strategy that would run from 2021 to 2025 with the aim of increasing staff motivation, harmony and growth. The focus was to conceptualize a sustainable idea that would ultimately lead to a satisfied workforce without being too overpowering and demanding.

Strategy

Considering the essence of Aspire and their contribution to the athletic realm of Qatar, we developed an internal branding concept that embraces a dynamic and encouraging approach to internal stakeholder management and is consistent throughout the organizations.

• Strategy - Visual Concept Development
• Consulting - Strategic guidance and support in application

Outcome

The visual concept covered all touch-points relevant internally to the organization

• Messaging and communication
• Branded collateral
• Mock-ups  and templates
• Visual guidelines

Summary

Modularz began as a high-performing specialty division under Chainlink Qatar, a market leader in prefabricated buildings and storage systems. As demand for modular construction surged, this division experienced rapid growth. To support its evolution into a standalone entity, a new brand identity was created — one that honors its legacy, strengthens its market position, and reflects its technical expertise.

Challenge

While the Modularz team had deep operational credibility, it lacked a distinct brand presence. Externally, it was still seen as an extension of Chainlink. Internally, there was a need to align communication, identity, and visual assets with the new business direction. The challenge was to build a brand that was both trusted and independent, appealing to contractors, procurement managers, and institutional clients — without losing the technical reliability Modularz was known for.

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Approach

We started by identifying Modularz’s brand archetypes: The Ruler, representing structure and control, and The Everyman, reflecting its practical, on-the-ground reliability. From there, we developed a clear positioning strategy: “Modularz delivers fast, engineered modular spaces for real-world project demands.” This was brought to life through a bold visual identity, confident messaging, and a new company profile, all rooted in construction-site clarity and technical performance.

Outcome

Modularz launched as a fully independent brand with its own voice, tone, and visual system — while still carrying the credibility of its Chainlink origins. The brand now stands confidently in the market as a focused, scalable solution provider, trusted by top-tier contractors and institutions. With a strong foundation in place, Modularz is ready to expand its legacy under its own name.

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Summary

J.Portman partnered with Marabea, a newly launched real estate development agency, to craft a full brand identity that reflects sophistication, trust, and simplicity — built to appeal to high-net-worth individuals building in the Middle East.

Challenge

Marabea was founded with a clear goal: simplify the complex process of building in the Gulf region for affluent clients. However, as a new player in a high-trust industry, they needed a brand that communicated credibility from day one — without appearing cold or corporate.

The challenge: create a refined, warm, and modern brand that stands out in the luxury development space.

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Approach

We began with deep discovery sessions to understand Marabea’s vision, clientele, and service philosophy. From there, we crafted:

• A verbal identity rooted in clarity, discretion, and regional expertise
• A visual identity inspired by architectural balance, using warm neutrals, elegant serif typography, and minimalist layouts
• A symbolic logo referencing land, elevation, and refinement
• A brand system adaptable to pitch decks, signage, online presence, and premium print applications

All assets were delivered in a launch-ready toolkit, enabling their internal and external teams to roll out with confidence.

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Outcome

• A brand that immediately communicates trust, clarity, and high-end service
• Visual identity praised by partners and early investors
• Enabled seamless launch across digital, print, and development proposals
• Positioned Marabea as a boutique yet powerful player in the region’s luxury development sector

Summary

Dow Photography, soon Dow Studios is a creative photography and videography studio that serves local and international brands in Qatar. Dow Studios is specialized in high end photo shoots as well as corporate videos to convey brand and marketing messages to their audiences.

Challenge

Until date Dow Studios grew through Word of Mouth and mainly the private networks of the two founders Jaber & Amine. Reaching a potential ceiling to the growth through these channels and while updating their brand and product offering, Dow Studios approached us to work on their Brand Strategy to unlock further growth and position their brand within the market.

Strategy

We conducted three highly engaging Brand Strategy Workshops that were conducted in person in the J.Portman office as well as online for some team members. During the workshop key stakeholders aligned on the new direction of the brand. Brand Positioning through communication strategies as well as community involvement were discussed and a plan to grow the business further was established in the Brand Development Plan.

• Brand Strategy Workshop
• Brand Development Plan

Outcome

Additionally to highly interactive workshops that were delivered online & offline the Brand Development Plan included:

• Brand Positioning
• Vision, Mission & Purpose
• Digital Media Tactics
• Communication Calendar with Key Events
• Organic & Paid Media Recommendation
• Content Strategy
• Budget Plans

Summary

Born from a very personal experience, Rimads is an application for all your health and wellness needs. Following years of R&D, the team at Rimads introduced an app that is not only easy to use but also prioritizes customer centrality. The Rimads ecosystem has now introduced another application, Avey, which further facilitates a user’s healthcare journey with the integration of Artificial Intelligence.

Challenge

We were approached by Rimads to establish the brand on digital platforms. They had a brief plan in place but would require an extensive strategy that would help them introduce the app to the market.

• In-depth market research and analysis
• Target audience analysis
• Detailed marketing plan for all platforms
• Communication plan for all touch-points

Strategy

With an extensive initial discovery session, we were able to dive deeper into the brand, their story, requirements and goals. The interactive session enabled us to understand deeply where Rimads hopes to be and what their short and long term marketing focal points should be. This was followed with an in-depth marketing strategy that covered all relevant online and offline marketing efforts.

• Strategy - Discovery Session; Marketing Strategy
• Consulting - Managing Communication Channels

We established a theme and style that was consistent across all their communication channels, and ensured a balance between human touch and graphical illustrations. We made use of their brand colors and their mascot to create content that resonated with their wide range of target audience. Our collaboration included paid media campaigns on multiple platforms with different creatives and messaging, ensuring the right customers are targeted to build a loyal audience.

Outcome

The dynamics and relationship between the Rimads and J.Portman team were some of the defining factors of the positive relationship we had throughout the course of the collaboration.

• Marketing Strategy
• Management of Communication Channels
• Advertisements / Paid Media