Nukta - Brand Strategy and Identity for a New-Gen News Platform Across the UAE & South Asia
Developed as part of a full brand creation at Klinical, Nukta is a bold new media platform created to serve a younger, more socially engaged audience across the UAE, Pakistan, and wider South Asia. Built from the ground up, the brand was shaped through deep collaboration with the founding editorial team, resulting in a platform grounded in clarity, purpose, and contemporary relevance.
(www.nukta.com)
Brand Strategy & Positioning / Visual Identity / Brand Naming
A Name with Meaning and Direction
The name ‘Nukta’ means “point” in both Arabic and Urdu. That idea - of clarity, focus, and perspective - became the central concept behind the brand. From storytelling to design, every element was crafted around this core notion: the point where stories begin, the point of view, the point that matters.
Strategy Grounded in Purpose and Principles
Through workshops and discovery sessions, we established a clear strategic foundation rooted in five core values: clarity, curiosity, inclusivity, courage, and intelligence. These values informed every part of the brand - from the tone of voice and editorial style to the visual direction and user experience. The strategy was designed to move away from sensationalism and instead offer smart, accessible content that speaks with authority and openness.
A Visual System Built on the Point
The identity system brings the concept of ‘the point’ to life. A simple dot becomes the anchor for the logomark and a recurring motif across layouts, motion graphics, and social content. A bilingual logo (Arabic and English), clean typographic styling, a modern editorial layout system, and a flexible grid structure all work together to deliver clarity and confidence across platforms.
Brand Application Across Digital and Physical Spaces
Beyond the core identity, we developed a full suite of creative tools and assets, including social templates, editorial design guides, billboard campaigns, poster graphics, and interior branding for Nukta’s Dubai HQ. The goal was consistency without rigidity - allowing the brand to scale and evolve while staying rooted in its strategic foundation.
Launching a New Voice in Journalism
Still in its early stages, Nukta is quickly building traction across Instagram, YouTube, TikTok and LinkedIn. Its mix of short-form explainers, interviews, and long-form analysis is resonating with a digital-native generation looking for journalism that feels both smart and real. Built on purpose, storytelling, and strong design, Nukta represents a new kind of news brand - one with substance, creativity, and regional insight at its core.
Bespoke Visual Identity Design
