For those unfamiliar with the retail landscape in Dubai, here’s the tl;dr on Al Tayer: it is one the Emirates’ oldest groups, around since 1979 and mostly known for its success in the automotive and retail worlds. There is now a Digital department within Al Tayer Retail, that has launched several e-commerce websites since 2016, including both established brands (establishing their presence in the Gulf region) and their own concepts:
Mamas & Papas (2016): the famous British baby brand and ATD’s first digital venture
Ounass (2016): the Middle East’s leading luxury retailer
Nass (2017): designer styles, outlet prices
GAP.ae (2017): this one needs no introduction
Nisnass (2018): fast-fashion, Ounass’ little sister
Ounass Men & Ounass Kids (2019): because the rest of the family was feeling left out when Ounass only catered to women
Across that whole digital portfolio, my role has been to shape the brand voice of our web content (for the ATD’s own-concept website) ahead of launches and to manage content production created by my team, working closely with our in-house Studio Team.
Similarly to what I did at Farfetch, I helped shape the production software ATD is currently using (Studio Bridge) to our needs, to increase productivity and quality.
Click through below to see examples of the content produced at ATD.