ASAIC26 / Dar Al Qias
One brief. Two creative directions. A campaign built to start a conversation.
Electric Connection is the approved direction. Blue Horizons is the alternative. Explore the thinking, then follow each campaign from its first announcement to its final invitation.
Client
Dar Al Qias Consultancy & Valuation
Context
ASA International Conference Fort Worth, 4–6 October 2026
Scope
Creative direction Social campaign & visual system
Creative outcome
Electric Connection approved Blue Horizons alternative
The creative challenge
The starting point
We are here.
The creative ambition
Let’s talk about what comes next.
A continuing sponsorship builds credibility. The new campaign needed a fresh reason to engage: a relevant exchange about the audience’s next valuation challenge.
“A New Frontier: Appraising in a World of Change” made the conference a natural setting for shared perspectives. Real estate, business, and plant and machinery valuation gave that conversation substance.
Discover
Continuity is an asset.
Define
Give expertise a point of entry.
Explore
Authority or invitation?
Decide
Make connection the central idea.
Approved direction
The luminous ribbon is a visual metaphor for exchange. It links people, disciplines and moments without closing the composition.
The conference brings professional perspectives together. Flow turns its “New Frontier” theme into a sense of movement through shared knowledge.
Clear, service-led invitations make expertise approachable. The audience is given a reason to meet, not just a sponsor’s name to remember.
A continuous ribbon connects the campaign, while each composition changes with its message.
Breathing room protects the headline and gives the invitation a clear place to land.
Light Poppins typography keeps the expression direct, open and conversational.
The approved system shown across illustrative social placements.
Approved campaign / 16 artworks
Follow the campaign from announcement to follow-through. Each stage gives the creative idea a different job. Tap an artwork to enlarge it.
Phase 01
Give the sponsorship a reason to matter.
The opening connects credibility, the conference theme and valuation expertise. The ribbon introduces one continuous invitation, carried across portrait and landscape formats.
5 artworks
Phase 02
Turn a countdown into an invitation.
The changing numerals create rhythm. Each return adds a reason to meet, from exchanging perspectives to discussing a future project. Repetition builds recognition; the message keeps moving.
6 artworks
Phase 03
Make the invitation immediate.
During the event, the language shifts from what is coming to what can happen now. Shared expertise and direct calls to connect give the visual energy a human purpose.
3 artworks
Phase 04
Let the ending open the next conversation.
Gratitude acknowledges the shared experience. “What’s next?” carries the relationship beyond the conference, completing the campaign’s idea without closing the door.
2 artworks
Alternative direction
The globe turns international outlook into a central visual idea. The horizon makes the conference’s “New Frontier” theme immediately legible.
Valuation means understanding an asset within a wider context. Sculpted glass, controlled light and a monumental scale make that perspective feel precise and established.
Authority makes a strong first impression, but can create distance. The copy must work harder to make the next action feel personal.
The globe gives the sponsor a global frame of reference.
Sculpted glass and controlled light suggest measured, considered expertise.
Bold Mersal headlines create a firmer editorial voice than the approved route.
The alternative system shown across illustrative social placements.
Alternative campaign / 15 artworks
Follow the campaign from announcement to follow-through. Each stage gives the creative idea a different job. Tap an artwork to enlarge it.
Phase 01
Establish a confident place on the stage.
The globe and horizon frame the sponsorship as an international perspective. Continuity and valuation expertise give the monumental visual language a credible foundation.
6 artworks
Phase 02
Make the approaching event feel significant.
A consistent visual signature holds the countdown together. Arrival, preparation and reasons to visit bring the authoritative world closer to the audience.
7 artworks
Phase 03
Turn global perspective into a local presence.
The on-site message anchors the direction in the real gathering. A broad visual promise becomes a clear statement that the team is ready to connect.
1 artwork
Phase 04
Leave a composed final impression.
A concise thank-you closes the sequence with the same recognizable world. The emphasis is continuity and professional stature, rather than the open question used by Electric Connection.
1 artwork
The creative decision
Electric Connection was approved. Its strategic strength is the match between the brief’s ambition and the audience’s next action: start a useful conversation.
What opens the exchange?
Approachability and relevance.
Authority and global perspective.
How does the idea behave?
A fluid ribbon links changing messages.
A stable horizon creates a recognizable presence.
What does the audience feel?
There is a conversation here for me.
There is an established perspective here.
What must the design protect?
Clarity, space and a direct invitation.
Precision, stature and a personal next step.
The brief asks for qualified relationships across valuation disciplines. A lighter voice and repeated invitations make that relationship the organizing idea, from announcement to follow-up.
Blue Horizons shows another credible answer to the brief. Preserving its confident personality makes the choice visible; blending the two would weaken the emotional focus of both.
Creative outcome: one approved direction, with 16 artworks, and one developed alternative, with 15. Campaign performance results are not presented in this study.
The campaign in motion
The supplied opening film brings the campaign’s visual world into motion. The idea remains the same: create a clear beginning for a meaningful exchange.
