Sayonee

Movement and athletic wear in the UAE sits in a strange gap. The region's relationship with fitness, wellness, and how it dresses for all of it is growing faster than almost anywhere but most of the brands leading the conversation are imported, and most of the content is built for somewhere else. The category is crowded at the top by global giants and thin on brands that actually feel like they were made for how people here move, train, dress, and share.

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Sayonee already had an identity worth keeping. Founder Georgia came to Aam to relaunch it and to bring the brand closer to her own vision and, just as importantly, to make it commercially viable for the UAE as a market. The look and feel she'd built would stay; what it needed was a sharper strategy underneath it and a system around it.

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Aam was brought in to lead that relaunch: to refine and revamp the brand strategy, expand the existing visual identity into social, production, photography, videography, and content, direct and produce the launch shoot, consult on the new website alongside the client's development partners, and take the whole thing to market with a full social launch.

Aam owned the relaunch from the first strategy session to the first launch post. Here's what that looked like.

BRAND STRATEGY‍

We rebuilt Sayonee's strategy from the market up. Aam ran a full competitive landscape of the UAE: athletic wear, movement wear, and the broader fitness and wellness space and set it against a global competitor benchmark to find the exact position Sayonee could own. We studied how consumers in the region discover, follow, and buy today, and translated all of it into a refined, commercially viable brand strategy that felt truer to Georgia's vision while giving the brand a defensible place in a crowded market.

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VISUAL IDENTITY EXPANSION‍

We retained the original visual identity and expanded it into a system the brand could actually run on. Aam built out the identity across social media, production, photography, and videography — codifying the look into guidelines so every future shoot, post, and asset would feel unmistakably Sayonee.

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ART DIRECTION & PRODUCTION — THE LAUNCH SHOOT‍

We art-directed and produced a two-day shoot to stock the relaunch with everything it needed to go live. In two days we captured catalog, editorial, and video, product-forward imagery for commerce, editorial storytelling for the brand, and motion built for social, all directed against the new guidelines so the launch had a cohesive, ready-to-use content library.

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CREATIVE CONSULTING — WEBSITE‍

We led the creative direction of the new website, shaping the UI/UX and brand experience so the site felt like the rest of the relaunch. Aam partnered with our development partners, SIAR Digital, translating the brand system into the site's look, flow, and feel while they handled the build.

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SOCIAL MEDIA & LAUNCH STRATEGY‍

Once the UI/UX was complete, we took Sayonee to market. Aam built and ran a full launch strategy rolling the new content out across social with a clear plan for sequencing, messaging, and momentum.

Aam handed over a refined, commercially grounded brand strategy built on a full UAE and global competitive landscape; an expanded visual identity system with photography, videography, production, and content guidelines the brand can run on its own; a complete launch content library from the two-day shoot spanning catalog, editorial, and video; a website experience creatively directed in partnership with SIAR Digital; and a full social launch that brought the whole relaunch to market as one coherent moment.