Umniah

Challenge

Umniah, one of Jordan’s telecom brands, was celebrating its 18th anniversary. The challenge was to create a campaign that connected emotionally with their audience, evoking nostalgia while reinforcing Umniah’s brand identity and legacy.

Ask

The task was to design a feel-good, nostalgic campaign that celebrated the milestone, spread joy, and resonated with the community, especially during a time when positivity was much needed.

Action

Drawing inspiration from the classic “(-8” smiley, I transformed the number 18 into a smile by curving the 1, creating a playful visual metaphor. This concept anchored the entire campaign, blending nostalgia with a lighthearted tone to evoke memories of Umniah’s early days and spread happiness.

Result

Customers appreciated the nostalgic theme along with the special offers. This helped strengthen their affinity for the brand, creating a feel-good connection with Umniah’s 18-year journey.