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The brief.

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Impact. What the work moved.

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AMICO Aesthetics — Brand direction2026

Case 01 — A new brand expressionCreative vision · Strategic thinking · Visual direction

01 — The opportunity

To be the name MENA thinks of first in aesthetics and beauty.

01More premium

Perceived value that matches the science and brands AMICO brings.

02More modern

A contemporary presence for a new generation of clinicians and clients.

03More recognizable

One signature, instantly AMICO, in every market and every channel.

Client — AMICO Group, MENAScope — Brand idea · identity · architectureRole — Strategy & creative direction

02 — The ideaFluid Precision

The exactness of medical science, expressed with the grace of beauty. Midnight — not medical blue.

03 — Creative directionA personality, not just a look

PremiumQuiet luxury. Nothing shouts.

ModernContemporary, never trend-chasing.

PreciseEvery element placed with intent.

ConfidentScale, space and restraint.

InnovativeScience made visible — and desirable.

Beauty-ledWe lead with the result, not the procedure.

Medically credibleExpertise clinicians can trust.

04 — The visual worldLight moving through depth

Precision · composition

Imagery

Colour · graphic language

05 — PhotographyHuman. Luminous. Never stock.

AMICO photography — specialist in liquid light

01Real presence

Specialists and clients directed like fashion portraits — confident, not posed.

02Light as material

Glass, liquid and light carry the science, without showing a needle.

03Clinical when needed

Product and procedure shot with the same restraint and finish.

Leaving behind: white coats · generic smiles · stock clinics

06 — The design systemFive elements. One way of working.

01The symbol

The AMICO mark, given space and a construction.

02The ribbon

Fluid light — the graphic signature.

03Type

Large, quiet, confident moments.

04Colour

Midnight depth, liquid light.

05The grid

Precise proportions, generous space.

07 — ColourMidnight, not medical blue

Midnight#04000F

Deep Ocean#06263F

Teal Glass#094C5D

Aqua#4A98A5

Mist#E4ECEF

White#FFFFFF

08 — Brand architecture35+ brands. One signature.

35+ brands.
One signature.

AMICO owns the frameThe frame

Midnight canvas, the ribbon, typography, grid and the endorsement line.

Each brand keeps its voiceThe voice

Its own logo, its own accent colour, its own product story.

Together, recognitionRecognition

Every brand is instantly part of AMICO — and AMICO grows with every brand.

Brand A

Brand B

Brand C

Illustrative — partner brand · An AMICO Aesthetics brand

09 — ApplicationsEverywhere AMICO shows up

Social media

Digital & web

Brochures & print

Presentations

Light expression

10 — The shiftBefore → new direction

FromTo

Many separate looks→One recognizable signature

Category blue→Midnight & liquid light

Generic stock imagery→Art-directed, human portraits

Brand-by-brand decisions→One frame, room for every brand

Functional→Premium & considered

11 — Two expressionsOne system

Option A — Midnight

Option B — Light

Same idea, same grid, same type, same ribbon — two grounds.

12 — The light expressionFluid precision, in daylight

Clinical clarity. Soft luxury.

Social media

Digital & web

Brochures & print

Editorial & presentations

Campaign portrait

Graphic language

13 — The future

An identity
built to lead.

One AMICO that clinicians trust, partners want to join and clients recognize instantly — a brand with the presence to lead aesthetics and beauty across MENA.

14 — Impact

35+

brands moved onto one identity system

MENA markets running the new expression

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NCTF 135 HA — The Renewal Protocol key visual

NCTF 135 HA — Campaign worldFILLMED · via AMICO

Case 02Positioning · campaign · installation

01 — The idea

The Renewal
Protocol.

A unique formula of 60 fundamental ingredients — shown, not listed. Every active becomes a floating sphere in a soft rose desert.

Client — FILLMED, via AMICOScope — Positioning · campaign world · installationRole — Creative direction

02 — The markProduct lock-up

03 — Ingredients in motion60 actives, one formula

HAHyaluronic Acid

GSHGlutathione

CVitamin

AVitamin

BVitamin

AaAmino Acids

EVitamin

Collagen spheres — after the key visualHA · GSH · Vitamins · Amino acids · Minerals

04 — ColourRose desert

Porcelain#F7EBE7

Blush#F2D0C7

Rose Sand#E7C9BE

Rose Dust#D1A2A8

Mauve#9A6670

Plum Ink#3A1F24

05 — Key visualsThe Renewal Protocol

NCTF 135 HA key visual — Skin Poly Revitalizer, ingredient spheres

NCTF 135 HA key visual — The Renewal Protocol, vial on pink court

NCTF campaign — model on pink tennis court

06 — TypographyTypography identity

NCTF typography identity — The Revitalization Syringe, A Unique 60 Active Ingredients, Reclaim your youthful glow

07 — ProductThe revitalization syringe

The vial at the centre of the world.

The product sits on rose sand while its ingredients float around it — the formula made visible in one frame.

08 — The Renewal VesselIn-clinic installation

Concept

A glass sphere on a sculpted base in every clinic's reception. After each session, the patient's used vial drops in.

Effect

The sphere fills over time — turning treatments into visible proof and the waiting room into a brand moment.

Status

Concept → refined execution for clinic rollout.

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01 — Creative vision

Every doctor is an artist.
Every result is a masterpiece.

The objective is to position Art Filler not just as a medical filler, but as a luxury French artistry product. Every visual, color, element and mood was carefully designed to reflect elegance, craftsmanship, softness and exclusivity.

Client — FILLMED, via AMICOScope — Big idea · doctor campaign · shoot directionRole — Creative direction

02 — The markPrimary lock-up

03 — Aesthetic languageSoft white curtains

Purity

Cleanliness — symbolizing the medical world.

Luminosity

The natural, subtle glow Art Filler gives to the skin.

Movement

Ease, fluidity and the seamless injection technique.

Parisian light. White on white.

Since Art Filler is a premium French filler, Parisian elements and soft studio lighting set it apart — luxury minimalism with timeless elegance.

04 — ColourAtelier neutrals

Canvas#FFFFFF

Linen#F4EFE8

Curtain#E8DFD2

Atelier#C5B9A9

Champagne#B09F85

Charcoal#2B2723

05 — PropsOnly controlled props are allowed in frame

Syringe & boxPrimary — always

Fine art brushArt prop

French hatArt prop

White canvas standDiffusion / control

06 — Match cutThe Art Filler signature

Match cut — brush stroke to syringe movement

Motion — brush stroke → syringe

Light — light on fabric → light on face

Same direction, same speed, same intention.

Brush tip becomes needle tip. Canvas texture becomes skin. Every cut tells the doctor their tool is an artist's tool.

07 — Shooting guideRules on set

B-roll

Hand ritual, texture close-ups, tool equivalence, micro-detail and breathing shots. Every script uses at least three.

Features

Model — lips, cheekbone, jawline, smile lines. Doctor — always shown beautifully.

Forbidden

Clinic equipment, walls, posters, machines. If the clinic is visible, the shot fails.

Before / after

Same framing, light, angle and expression. The change must feel discovered, not sold.

Script

Every script starts with a question and ends with a question.

08 — PhotographyCurtain portraits

Art Filler Volume on charcoal sketches — product flat lay

09 — In the worldPosters · roll-ups · aftercare guide

Art Filler poster — Filler Plus Booster in One Syringe

Art Filler roll-up — Buy 3 ml, get 1 ml free

Art Filler aftercare guide — cover and spread

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XERF — Soft launchCynosure Lutronic · via AMICO

XERF

Case 04 — Three AI films · launch · events

01 — The brief

Launched like
a fashion house.

Introduce a new skin-tightening device to doctors and patients across MENA — as the high-end treatment for your skin. A soft launch led by three AI films, before the device was ever shown in a clinic.

Client — Cynosure Lutronic via AMICOScope — Launch · films · eventsRole — Launch concept & directionAward — Excellence in Marketing

02 — The filmsScripted, directed and produced

Three AI films.
One soft launch.

A device reveal, a silk-and-skin mood film and an influencer-led social film — a teaser-to-reveal sequence that built desire before launch.

Film 01AI campaign film

Film 02AI campaign film

Film 03AI campaign film

03 — ColourSilk, skin and device

Porcelain#F7EFE8

Peach Silk#F1CDBB

Apricot#E2A58C

Copper#B8725A

Sand#EFE3D6

Device Black#141212

04 — Key visualStructural skin tightening

Clinic poster

Device poster

Roll-up

05 — Xerf-itSummer social campaign

“Xerf-it” summer social campaign

Lifestyle shoot · “Got 15 minutes? Xerf-it.”

06 — From screen to roomEvents and the award

Branded room

VIP event

Excellence in Marketing — Cynosure Lutronic

Delivered: launch concept, teaser and reveal films, doctor shoot and booklet, room branding, VIP events and the summer “Xerf-it” social campaign.

Next case — {{ cs.next.n }} {{ cs.next.name }} →

CLARITY II — Intelligent Speed, Silky Skin key visual

CLARITY II — PositioningCynosure Lutronic · via AMICO

Case 05Dual positioning · retail activation

01 — The line

Half the time.
Silky every time.

One device, two promises. Speed for the clinic, silky skin for the client — carried by a single icy visual world.

Client — Cynosure Lutronic, via AMICOScope — Dual positioning · retail activationRole — Creative direction

CLARITY II personality traits — Intelligent, Fast, Assured, Modern

02 — Dual positioningTwo audiences, one device

For cliniciansThe Artificial Intelligence Hair Removal Laser.Intelligent speed

IntelliTrak™ technology and treatment speed, framed as clinical confidence.

For clientsTreat more skin with more confidence.Silky skin

The result first — smooth, silky skin in half the time.

CLARITY II dual roll-ups — clinician and client messages

03 — Intelligent speedThe signal ring

Intelligent Speed Silky skin

The concentric ring from the key visual, set in motionIntelliTrak™ technology

04 — ColourIce, light and steel

White#FFFFFF

Ice#EEF6FA

Sky#D5E6F0

Laser Cyan#4FC3D9

Steel#A3B0B9

Deep Navy#14283A

05 — Visual systemDevice · hand · skin

Three frames repeat across every touchpoint: the logo on ice, the hand in the ring of light, the device.

06 — In the worldAirport · tablet · clinic

Concept mockups generated with Higgsfield from the original artwork.

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01 — The brief

Invest in real.

A young Dubai developer, founded in 2021, with three projects still on paper. Each one needed a name, an identity and a launch — and AMWAJ needed to become a name buyers trust.

Client — AMWAJ Development, DubaiScope — Three launches, end to endRole — Creative lead, across the full creative process

02 — The masterbrandOne family, three addresses

Warm sand, soft light and quiet serif type for AMWAJ. Under it, each project gets its own mark and colour — so every launch feels distinct, and every one is clearly AMWAJ.

03 — Starlight ParkMeydan District 11

Family-centric luxury living. Four buildings around a community heart.

LaunchAMWAJ’s first development

Homes172 apartments · 1–3 bed

AmenitiesRooftop pools, cinema, padel

ResultSold out

04 — The Cube ResidencesMBR District 11

A dynamic community for creatives. Smart-home tech and adaptable design at every turn.

AudienceYoung professionals & creatives

Homes1–2 bed, furnished

SignatureSmart home · adaptable furniture

ResultSold out

05 — Gate ElevenMeydan District 11

Four buildings with lagoon views. Comfort, elegance and privacy, redefined.

LaunchAMWAJ’s most ambitious project

Homes1–2 bed, low-rise

SettingLagoons & parkland

ResultAround 90% sold

06 — The creative processSupported end to end

01Naming & identity

A full brand for each project — logo, palette, type and tone, built under the AMWAJ masterbrand.

02Launch campaigns

Teaser, reveal and sell phases, from "Coming soon" to sold out.

03Films & content

Teasers, marketing films and construction-progress stories.

04Out of home

Site hoardings, billboards and lightboxes.

05Sales collateral

Brochures, brand books, presentations and sales-centre material.

06Events & social

Launch events, milestone ceremonies and always-on social.

07 — Impact

projects launched from zero

sell-outs — Starlight Park and The Cube

~90%

of Gate Eleven sold

400M+

AED combined value of Starlight Park and The Cube

Figures as published by AMWAJ Development and Dubai press.

Next case — {{ cs.next.n }} {{ cs.next.name }} →

Najah Yassin

Strategy

to

final

frame.

Najah Yassin. Creative Lead. Strategy to final frame.

Selected work.

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Brands I've built and directed. From aesthetics to real estate.

Seven disciplines. One director.

How I lead. Set the bar, structure the work, protect the idea.

A studio, not a filter.

AI films & ads. Concept to final cut.

Write. Direct. Produce. Made with AI.

Events & activations. Beyond the screen.

Celebrity campaigns. Talent-led and bilingual.

KHATAWAT Five foundations. One mark.

Beans & Bags Taste the story of every bean.

From building architect to brand architect.

Let's build the

next brand world.

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Impact. What the work moved.

To be the name MENA thinks of first in aesthetics and beauty.

35+ brands.
One signature.

An identity
built to lead.

The Renewal
Protocol.

Every doctor is an artist.
Every result is a masterpiece.

XERF

Launched like
a fashion house.

Three AI films.
One soft launch.

Half the time.
Silky every time.

Invest in real.

Najah Yassin

Strategy to final frame.

Najah Yassin. Creative Lead. Strategy to final frame.

Selected work.

{{ c.name }} {{ c.line }}

Brands I've built and directed. From aesthetics to real estate.

Seven disciplines. One director.

How I lead. Set the bar, structure the work, protect the idea.

A studio, not a filter.

AI films & ads. Concept to final cut.

Write. Direct. Produce. Made with AI.

Events & activations. Beyond the screen.

Celebrity campaigns. Talent-led and bilingual.

KHATAWAT Five foundations. One mark.

Beans & Bags Taste the story of every bean.

From building architect to brand architect.

Let's build the next brand world.

{{ cs.name }}

The brief.

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Impact. What the work moved.

To be the name MENA thinks of first in aesthetics and beauty.

35+ brands.One signature.

An identitybuilt to lead.

The RenewalProtocol.

Every doctor is an artist.Every result is a masterpiece.

XERF

Launched likea fashion house.

Three AI films.One soft launch.

Half the time.Silky every time.

Invest in real.

Strategy

to

final

frame.

Let's build the

next brand world.

35+ brands.
One signature.

An identity
built to lead.

The Renewal
Protocol.

Every doctor is an artist.
Every result is a masterpiece.

Launched like
a fashion house.

Three AI films.
One soft launch.

Half the time.
Silky every time.