It began as an introspection, I wanted to put some of my work together and see if there was a pattern of problem solving. Something that is unique to every designer/person. As I delved deep, it also became a source of soul searching and nostalgia and reconnect with my childish instincts. Soon it turned into a journey and recalled what it was like being a child. I remembered the earliest story books in my life and remembered the simplicity of execution and communication. I wanted to simplify everything in this book from the visual narrative to the shape and size of the book and the reader's experience of the book. In the end it was a journey worth taking. Since I live and work in Dubai a significant amount of work and experimentation took place in Dubai.

2. Dubai
Nadia Aamer

3. To Ami and Abu for their unwavering
1 2
love and support despite everything.
[1 .Mum in Urdu
2. Dad in Urdu]

4. Contents
1. Introduction .......................1
2. the ‘Three Ps’ .......................6
id
3. Meme Dubai ......................13
4. grownfull ......................25
retail
5. Cashmere Fruit ......................37
6. HyperPanda ......................50
exhibition
7. Inside Out ......................63
8. Mind the Gap ......................71

5. Introduction
[ originally written by hand ]
This has been a journey inward- back to
1
the basics. At the time of writing, I am in
Lahore, the city that I was born in and the
city that later grew on me. This is where I
began my journey of learning things and
1 1
comprehending relationships. Some
things are worth coming back to and I
1
am using this sojourn to be in touch with
what I almost forgot, that is to write
without ‘Microsoft Word’.

6. Once again, I am reminded of a place and
time when things were done differently.
1
Being constantly surrounded by tools of
modern technology, I had forgotten what
it was to like to form a word by hand and
think simultaneously; a natural flow of
activity that I was accustomed to. And I
didn’t replace every other word using the
thesaurus; a habit that transcends into
our lives and is probably the cause of
widespread unhappiness today.
2

7. ^Shift+Command+R in Word offers a
list of options to choose from,
^Shift+Command+R in life leads to
infinite discontentment.
I begin this book with a simple memory
1
of the first few books that I began
reading from (before my
cognitive development was subjected to
conformity through formal education).
They were square little story books
weaved and hand-bound, printed in two
3

8. colours. The typography was set in a
basic, big and black Nastaaliq’ (a font
that is widely used in Urdu publishing
to-date) laid out on a wheat coloured
newsprint. The spacing between the
lines was ample, not crammed in. A
thick border in a second colour (other
than black) bound the text box.
I loved reading these books simply
because they were so easy to read and a
treat to look at.
4

9. Putting this book together has brought
back some of the spirit of the time that
remains uncomplicated and simple.
1
1. Words that weren’t replaced.
5

10. 3 Essential Ingredients
or the ‘Three P s’
“Simplicity needs a determined effort” .
[ Edward de Bono ]
The importance of which cannot be over
emphasised. I think that is what made my
earlier experiences in life so unforgettable.
I could be as excited about learning to
make a “dog-flower” (snap dragon) talk by
snapping my fingers, as moving to a new
town; mainly because I kept my interests
6

11. minimal and focused. I was possessed
and obsessed about everything that I did-
(Passion).
To be passionate about something you
have to create and nurture that feeling
and go all the way while doing it-
(Perseverance).
What is a piece without complete love,
devotion and having fun along the way?
The latter being the ingredient that is as
essential as putting in your sweat and
7

12. blood- (playfulness).
or
the ‘Three Ps’
no.1 Passion,
no.2 Perseverance, and
no.3 Playfulness / Perchis*
*Perpetual Childish Instincts.
8

13. I have included some of my Perchis
intermittently, so that we could have
some fun along the way.
Since I live and work in Dubai, my
‘Perchis’ are more or less related to my
experiences in Dubai. I have also left
some blank pages at the end of the book
for you to write your own Perchis.
Alternatively, you could log on to
memedubai.com and share your own
‘Perpetual Childish Instincts’.
9

14. Acknowledgments
[3,123 cups of tea ]
[a plenitude of Paul Ardenism ]
+ [countless conversations
with mum]
[1,948 hours of fooling around] [2,123 hours of procrastinating]
10

15. inspiration
[a selection of
some truly
inspiring, retro
Urdu posters
that have been
instrumental
in providing a
nostalgic
colour palette]
11

16. Perchis
[ Perpetual Childish Instincts ]
1. Drive at 30 miles per
hour in the fast lane on
Sheikh Zayed Road.
2. Don’t give way and
ignore the flashing
lights behind you.
[ sounds like herkis ]

17. case study
Meme Dubai
Larger than life or “Larger than the rest
of the World”, nothing is too big for
Dubai where imagination is let to run
wild and all things wacky are considered
part of the culture. If it isn’t the world’s
tallest or the biggest then as a citizen of
Dubai I am not moved. The city has
outdone and surpassed many of its
competing metropolises of the world in
a short time. While the city may have

18. slowed down in light of the current global
economic downturn but I can say with
certainty that the future of Dubai is
anything but bleak.
For many, Dubai is a plastic city with
burrowed culture, a city that lacks
originality in its identity. Like any other
city of the world, it takes years for a city to
develop certain uniqueness about itself
and a place that people can own.
I think it’s doing a fine job for now.
14

19. And for now I remain Dubai Loyal with
all its peculiarities and its vices. After all,
she has only just begun.
Meme Dubai is a collection of everything
that is Dubai. The blog memedubai.com
will showcase icons, trends and brands
that are designing the culture of Dubai.
The book features my work and
idiosyncrasies of a Dubaite.
15

20. inspiration
16

21. [ A ‘meme’ is anything catchy or
viral in nature. Designed in
Arabic the same meme becomes
an alaphbet. This option is iconic
in both languages. Bingo! ]
17

22. “meme” brand mark
[ is assigned multi colours and is still
recognisable because of its unique form]
[and you don’t have to look too hard to see that it can also be read as ‘me’]
18

23. meme collateral
Drive at 30 miles per hour in
the fast lane on Sheikh Zayed
Nadia Aamer
creative director +971508746775
Road.
Don’t give way and ignore the
Nadia Aamer
creative director +971508746775 flashing lights behind you.
Procrastinate in the name of
brainstorming. Nadia Aamer
creative director +971508746775
19

24. meme collateral
Drive at 30 miles per hour in
the fast lane on Sheikh Zayed
Nadia Aamer
creative director +971508746775
Road.
Don’t give way and ignore the
Nadia Aamer
creative director +971508746775 flashing lights behind you.
Procrastinate in the name of
brainstorming. Nadia Aamer
creative director +971508746775
19

25. [ an example of a range
of products that could be
sold through the brand
touchpoints in future ]
meme merchandise
20

26. [Islamic geometric pattern
infused with post-modern retro
colour pallette that could be used
as a patent graphic element ]
Book
Book
meme graphics
21

27. meme book
[the graphic element
incorporated as a possible
option for the book cover ]
22

28. [ a platform/web journal where designers
and non designers can discuss the current
trends shaping Dubai i.e. brands, culture
and design.]
www.memedubai.com
Identity, Design, Culture and Trends
23

29. Perchis
[ Perpetual Childish Instincts ]
3. Never indicate;
especially before changing
lanes.
4. Assume that the more
lanes you change, the
faster you will get to your
destination.
[ sounds like herkis ]

30. .. case study
grownfull
Based out of the Persian Gulf, grownfull
sprouted from the natural progression
of 3points advertising agency into a full
fledged branding service. The name
itself is as unique as the brands that it
creates.
grownfull or in Arabic means clove.
Clove is widely used in the eastern
culture for its sensuous fragrance,
strong taste and healing qualities.

31. inspiration
once upon a sp ce
27

32. inspiration
a clever merchant from
the land of Arabia, took a
clove and turned it into
‘the passion spice’.
28

33. [ that passion spice came to be
known as grownfull with five
unique marks and the scent or
the itar of grownfull ]
29

34. ...filling each place with its
sensous aroma
..
[ grownfull spice containers
sent to potential clients]
30

35. [ grownfull’s office interior, workspaces]
31

36. [ grownfull’s office interior, parlour]
32

37. [ grownfull’s office interior, executive room]
33

38. intuition unique
basic design that
symbolises regeneration an identity that is
and fullness. memorable and leaves
a mark.
empathy sensuality strategy
a timeless relation that adds flavour, enriches combines tactical
is built on knowing each and nurtures growth. know-how and eastern
other. design knowledge.
[ each business card carries one of the five marks of grownfull that is scented with clove ]
34

39. and everyone in the kingdom
lived grownfully ever after.
35

40. Perchis
[ Perpetual Childish Instincts ]
5. Zig-zag your way on
Sheikh Zayed Road.
6. Always take the lift even
if it’s only one level up.
[ sounds like herkis ]

41. case study
Cashmere Fruit
The aim of branding is to be memorable;
yet while communicating and passing
on commercial messages most brands
stay two-dimensional i.e. they are
visual and they have sound.
Studies suggest that we are most
receptive, and most likely to form,
preserve, revisit and understand a
memory when all five senses are in
operation.

42. Cashmere Fruit is a line of cashmere
clothing differentiated principally
through sensory branding - the smell
and touch of the ‘fruits’ of cashmere.
38

43. inspiration
75% of the emotions we generate
daily are affected by smell.
39

44. 40

45. 41

46. 42

47. 43

48. lush display of cashmere as
you are hit by a rush of a fruity
fragrance each time.
[ Wooden tables
stacked with
multi-colored
cashmere ]
44

49. [ in-store branding and
display units ]
45

50. 46

51. +
sold with a unique fragrance
of the fruit and a box for each
colour.
47

52. yummy names that tickle the taste
buds and evoke an emotional response
that you are sure to remember long
after you have left with your prized
possession.
available in assorted colours
48

53. Perchis
[ Perpetual Childish Instincts ]
7. Paste your SALIK card
on the side of the wind-
screen instead of the centre
for aesthetic reasons.
8. Pretend you are vacating
your parking spot when
you have no intentions of
leaving.
[ sounds like herkis ]

54. case study
HyperPanda
A supermarket that came to the right
place at the right time. HyperPanda
opened its doors at Festival City in 2007
in Dubai. The store is strategically
located on the way home to many who
commute to Dubai from Sharjah and
International City.
Since it was HyperPanda's first store in
the UAE, the supermarket required a
simultaneous brand and image-building

55. campaign to motivate people to come
and experience something that they
could take home every time.
51

56. inspiration
Not only to provide all
that is needed but knowing
when it is needed and who
needs it; that is convenience
delivered.
52

57. is all that.
[ and a lot more ]
53

58. it s
54

59. hyper convenience =
55

60. [ Experience]
56

61. ,
[ setting the tone of voice
in all communication ]
57

62. chef will show you
[ notice the use of fresh, easy,
onestop experience forever in the
communication; although not
necessarily in that order. ]
58

63. Green
[ a bulk of plastic bags that come from
supermarkets go to the garbage after being
used once; a big part of the campaign was to
encourage people to use less plastic bags and
use the “bag forever” and earn loyalty points ]
59

64. A one-stop that offers a
lot more. [ adding loyalty cards to their
existing shopping experience
meant that not only could the
store offer value to their customers
but it also enabled them to be
socially responsible collectively ]
60

65. [ vehicle branding for the
image building campaign ]
61

66. Perchis
[ Perpetual Childish Instincts ]
9. Ways to pretend that
you are vacating your
parking space:
a) Walk around flashing your car keys.
b) Open the doors from a distance using
your automatic locking device.
c) While you are in the car, turn in the
ignition but don’t leave.
[ sounds like herkis ]

67. case study
Inside Out
Inside Out was a collective exhibition of
33 eclectic minds from Asia, Africa,
North and South America and the
European Union. Brought together
under a single interdisciplinary post-
graduate course, MA Design Studies at
Central Saint Martins College of Arts and
Design in London.
The exhibition showcased the work that
tackled the future of design in media,

68. culture, arts, product and fashion.
Branding and organising the
launch of this event at the OXO
Tower in London entailed breaking
into new and unconventional touch-
points where the target audience
could be reached most effectively.
64

69. inspiration
First I hesitated to go INSIDE
then I didn’t want to be OUT.
65

70. [ each participant was
assigned a poster with
a unique colour
combination and a
headline that
functioned as a teaser
for their project
containing the words
“inside” and “out”. ]
66

71. Combined these posters appeared
one after the other outside the
exhibition space.
[ creating an effective touchpoint for all the particpants ]
67

72. and a custom made self adhesive tape that
carried our message across (literally).
[and so we went
around, ‘pasting the
town’ in multicolours]
68

73. Signage for INSIDE OUT.
[ Southampton Row, London in Dec-Jan 2006 ]
[ Posters were also placed outside the OXO Tower London ]
69

74. Perchis
[ Perpetual Childish Instincts ]
10. Be late for meetings
and blame the traffic on
Sheikh Zayed Road.
11. Press the close button
in the lift when people are
trying to get in.
12. Smoke everywhere.
[ sounds like herkis ]

75. Mind the Gap
[ part of ‘Inside Out’ ]
Mind the gap was a vlogumentary that
was released in short video clips online
which explored the current trend in the
user generated media and distribution.
The film touched on the subject of
‘perception verses reality’ and the
adverse affects of negative imagery by the
media following a terrorist attack such as
the 7/7 bombing in London.
A guerilla project like that required

76. some guerilla tactics, for instance, one of
the tactics employed involved pasting the
posters in the sensitive areas such as the
London Underground Tube Stations just
a day before the commencement of the
exhibition and the release of the
vlogumentary.
72

77. inspiration
“An idea that just sits there is
worthless. But an idea that
moves, grows, and infects
everyone it touches...that's
an ideavirus”.[Seth Godin, Unleashiung the Idea Virus ]
73

78. 74

79. [colour, usage and guidelines ]
75

80. [ OXO Tower, London in Dec-Jan 2006 ]
spreading mindthegap.com
76

81. WARNING!
THIS IDEA CONTAINS A
MIND VIRUS. DO NOT
READ ANY FURTHER
UNLESS YOU ARE WILLING
TO BE INFECTED. THE
INFECTION MAY AFFECT
YOUR MIND IN A SUBTLE
WAY OR ALTER YOUR
THINKING INSIDE OUT.
getmindthegap.com
77

82. Enter at your own risk!
[ before entering
the exhibition
space, OXO
Tower, London ]
78

83. [ advertisment no. 2 for the vlogumentary, 2005-2006 ]
80

84. Watch your step and mind
the gap.
81

85. [ the vlogumentary was downloadable
in small video clips free of cost online.
The website received 20, 000 hits
within the first week of its launch ]
[Mind the Gap also received a letter of appreciation from the mayor of
London Ken Livingston ]
82

86. Perchis
[ Perpetual Childish Instincts ]
13. Pass discriminatory
statements against other
nationalities especially in
large social gatherings.
14. Procrastinate in the
name of brainstorming.
15. Waste time.
[ sounds like herkis ]

87. Perchis
16. Write or draw your own
Perchis in the space below.
[ Perpetual Childish Instincts ]
84

88. About
the
Author
With a strong portfolio of multinational and local
brands, Nadia has over 10 years of experience shaping
and creating communication and design. She has
worked with JWT as an award winning senior art
director for Sunsilk, Lipton and LUX in South Asia.
Recently, she has worked on key Middle Eastern brands
such as Saudia, Alswani and Etisalat to name a few.
Nadia began her career after graduating in Graphic Arts
from National College of Arts in Lahore Pakistan. She
moved to London in 2005 to pursue a postgraduate
degree in design from Central Saint Martins, London,
UK. Her highly acclaimed Vlogumentary/Viral was
exhibited live at the OXO Tower in London and
subsequently viewed around the world on the web.
Over the years Nadia has built a knowledge pool for her practice and experiments on
cognitive psychology, persuasion, interaction design, brand development, female culture,
viral and experiential marketing. She is the author of Viral Juice, a blog on current trends
and contagious ideas.
In 2009, Nadia launched a web journal on design and cultural trends. It investigates and
reports on the rising popularity and uniqueness that creates and drives Dubai.
Nadia lives and works in Dubai at 3Points as an associate creative director. The company
has recently been included in the top 100 Fast Growth companies in Saudi Arabia. Nadia
believes that a true global economy means being a citizen of the world and exposing
yourself to as many different cultures as you can, while continuously regenerating
yourself.

89. “The challenge is not in finding new
things to do, but finding different
ways to look at the same thing”.
Nadia Aamer

90. © memedubai.com’ 2010