FANN Media Discovery Platform
Sharjah’s Media Discovery Platform for the Youth
Originally established as FUNN to promote media arts education for youth, the organization had evolved beyond its perception as a children’s activity provider.
As its role expanded across film, animation, photography, and digital media, the brand was repositioned as FANN Media Discovery Platform to better reflect its broader mandate and cultural relevance.
Transform Awards 2023
GOLD | Best Visual Identity - Education
Sharjah Media Arts for Youth and Children (FUNN, “art” in Arabic) was established by the Sharjah government under the patronage of Her Highness Sheikha Jawaher Al Qasimi, wife of His Highness, the Ruler of Sharjah, to promote and support the Media Arts, such as animation, filmmaking and graphic design for the youth of Sharjah and UAE.
The aim of the organization is to be a leader in media arts education, through media events, educating the youth, and promoting interest among young people in the UAE.
As it evolved, FUNN needed to redefine its brand and identity to reflect an elevated positioning and purpose, and appeal to a wider audience.
As its offerings grew, FUNN found itself stuck with the perception of being more of a children’s after-school activities provider and less of a professional educator in media and digital arts, and a major promoter and player in the film festival industry.
It was time for FUNN to rebrand and reposition itself.
The strategic approach to the rebranding exercise was to formulate a new brand purpose that spells FUNN’s true vision, being a platform of discovery – one that entices youth to explore, imagine and unleash their passion and potential.
The new purpose is a reflection of the challenges and an alignment on the objectives; “We exist to grow a platform of media discovery that triggers the imagination of a passionate generation”.
The main challenges were in repositioning a brand with high perception and adoption in its market. We needed to redefine FUNN as an all encompassing platform without losing its current equity.
We also needed to uplift its existing identity which was described as “childish” and create a dynamic, modern and appealing visual manifestation. The solution to the challenges needed to work in tandem in order to create the new FUNN. The world of Media & Digital Arts is changing drastically with the introduction of new technologies and concepts, and widening delivery platforms.
As part of the evolution, the name was refined by replacing the “u” in FUNN with an “a” to create a clear phonetic link to the Arabic word for “art” and avoid confusion with “fun.” The result is FANN Media Discovery Platform, fully aligned with its purpose.
The new strategy positions FANN as a catalyst for youth passion, sparking curiosity and inspiring new ideas and worlds.
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The Web Platform
Each of FANN’s 4 offerings – filmmaking, photography, multimedia and animation – have shifted from “workshops” into “platforms”, falling in line with the brand’s newly repositioned strategy and business model innovation.
The platforms are showcased on the website as interactive displays which entice potential members audiences to sign up for classes, as well as engage the current members to engage with new offerings.
Learn how we approached FANN’sDigital Transformation
FANN’s website is a digital space of exploration; a world where the audiences are triggered by curiosity and feel inspired to create.
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