© 2015 J. Zam / Raul Men
KASHIDA, based in Misurata, Libya is a creative design company working in the field of graphics & web design. It creates logos, corporate identity, branding and web design for its clients. Kashida has been selected to receive the BID Quality Crown Award for 2015.
The Libyan coast was once under the control of the Carthaginian Empire. In fact, the empire extended along much of the coast of North Africa into modern day Libya, Tunisia, Algeria and Morocco and also included Sardinia and Corsica and much of Spain and Sicily. The most famous person to come out of the Carthaginian empire was Hannibal, their military leader at the end of the third century B.C.
Hannibal the Great, North Africa’s most Famous Ancient Icon
Hannibal was born in Carthage in 247 B.C. toward the end of the first Punic War between Carthage and Rome, the son of Carthaginian general Hamilcar. In spite of the fact that practically all we know about him was written by his enemies, he has come down through history with the reputation as one of the greatest military minds of the Classical Age.
Hannibal rose to power after the deaths of his father and uncle, and was elected head of the army at the age of 26. The first Punic war had already been fought, Carthage losing considerable territory, and Hannibal was determined to get that territory back.
Hannibal’s military career began in earnest when he captured Salamanca in 220 B.C. then took much of the rest of Rome’s colonies in the Peninsula, including Portugal. Along the way, he also married an Iberian girl, just like his father.
Hannibal then turned his army east, conquering Gaul, and picking up allies who were disaffected with Roman rule along the way. The Romans expected him to turn south and attack Italy from the western coast or from Sicily, but instead, Hannibal took his army across the Alps and invaded from the north. Of course, every schoolchild knows that Hannibal’s trek across the mountains was accomplished with a group of elephants during unseasonably early snows, and it is for this feat that he is probably most famous today. But Hannibal didn’t just cross the Alps with those elephants. He also had to cross the Pyrenees and the Rhone rivers. Also, the daring invasion of Rome from the north was just one event in a brilliant forty year career in which he showed superior leadership and brilliance as a military tactician.
In the Hannibal’s campaign during the second Punic War, he repeatedly defeated Roman armies while being outnumbered, and despite losing an eye in 218 B.C. No less impressive than the incredible journey with his elephants was the battle of Cannae, where a Roman army nearly twice the size of his was annihilated when elite Roman troops pushed into the center of the Carthaginian lines, only to be surrounded by Hannibal’s troops.
Hannibal was never able to take the heavily fortified city of Rome, however, despite the fact that he spent 15 years on the peninsula and in Sicily. During that time, Hannibal’s brother attempted a similar Alpine crossing from Iberia only to be defeated. The leaders in Carthage were either unwilling or unable to send Hannibal reinforcements, and when the Romans decided to counterattack in Carthage, he had to abandon Italy and defend the homeland. His exhausted forces were defeated at the Battle of Zama in 202. The Romans did not occupy the city, but they demanded tribute that was devastating to the economy.
Interestingly, five years later Hannibal was chosen as governor of Carthage where he promoted democratic institutions and pushed through reforms that diminished the rights of the landed gentry. His political enemies then sent emissaries to Rome, telling them that Hannibal was planning to form an alliance with the Seleucid Empire, which in those days encompassed modern day Turkey, Syria, Palestine, Iraq and Iran, and mount another invasion. It isn’t known if these accusations were true, but less than a year after he’d taken power he was forced to flee and indeed allied himself with King Antiochus III of the
Seleucid Empire and began attacking Rome again.
The Seleucids lost, and a few years later Hannibal, now approaching 70 years old, turns up once again as a naval commander in the service of King Prusias I of Bithynia. In another famous engagement, Hannibal hurled venomous snakes with catapults into the enemy ships, causing them to panic and flee. The victory was short lived, however, and eventually the Romans began to close in on their old enemy. Instead of allowing himself to fall into Roman hands, Hannibal took his own life by swallowing poison. According to the Roman historian Titus Livius Patavinus, he said “Let us relieve the Romans from the anxiety they have so long experienced, since they think it tries their patience too much to wait for an old man's death.”
Kashida, Creating new Brands in North Africa
If one had to chose a brand that represents North Africa of ancient times, Hannibal would be it. Like any well established brand, Hannibal evokes emotion, is readily identifiable, and has come to symbolize many things in people’s minds, like valor, brilliance, perseverance and loyalty. Today in Libya, in a part of Hannibal’s ancient domain, Kashida is busy at work creating new brand identities for its clients.
Because the product Kashida delivers to its clients is creativity, the firm is organized and run so that each team member can achieve his or her best – because good design satisfies the client, inspires team members, and gratifies the individual while encouraging personal growth.
The company was founded more than 10 years ago, and has worked with some of the region’s most important brands such as Logo III, Jurf Plastic, MAS Building and Investment, Al Wesam Telecom and others. Kashida has had notable success in developing long-term relationships, growing with their clients’ needs, and learning together with them. © 2015 J. Zam / Raul Men
Kashida has as its stated goal working with clients as partners. The goal is to work hand in hand in close collaboration so that they can fully understand their corporate partners and deliver creative work that truly fits the organisation’s personality. This work is delivered in days, not months, and integrated into a campaign that has the highest degree of impact from the start. This is the essence of “creative partnership.”
Brand Identity and Design
Brand identity is the image that marketing efforts create in the minds of their target audience. A unified and consistent presentation is crucial in forming a singular mental image about the brand, consolidating its identity for its clients and the media. The Kashida professional team is comprised of experts in creating or expanding a brand that accurately reflects the emotions and message the client wants to convey.
Closely associated with brand identity is quality package designs. Campaigns designed by Kashida include attention to package design in addition to website and branding work. It is part of an integrated approach which has allowed Kashida to keep its clients year after year. Package designs are developed creatively, quickly and economically. Promotional items are created to the same standards of innovation and capacity to attract attention.
Occupying a new Commercial Space
The amount of business done online is growing at an explosive pace, and Kashida has a team of designers who create clean, sharp, professional websites that adapt to the future growth of their customer partners. When combined with its branding expertise, the Kashida team is able to work in the space where brand, design and technology converge. The results speak for themselves, as a visit to the Kashida website and a look at the branding images they have helped create (http://kashida.ly/portfolio) demonstrates.
The social and political tensions and upheavals that the Libyan people have experienced in the past four plus years are well documented. Before the revolution of February 17, 2011 there was very little market for branding and web design services. But as companies have become more aware of the need to established memorable brands, Kashida has been a first mover in the Libyan market, making branding and web design widely available in the country.
Because of its commitment to continuous quality improvement and customer service, Kashida has been selected to receive the BID Quality Crown Award for 2015 at the convention in London.
ABOUT BID AND THE INTERNATIONAL QUALITY CROWN AWARD:
BID is a private and independent organization founded in 1984, whose primary activity is business communication orientated towards quality, excellence and innovation in management. A leader in the broadcasting of Quality Culture, BID recognizes those companies and organizations which lead the most important activities in the business world, and is considered the founding organization in the broadcasting of the Culture of Quality, Excellence and Innovation in 179 countries. The trophy symbolizes a pledge to the principles of Quality Culture. The QC100 Total Quality Management Model, together with the Quality Mix program, media coverage of the convention and its impact on the community and business sector, create an unmatched platform for continuous improvement within the organization and awareness of the achievements of the company at an international level. Awards are given only to those who are committed to improving their Quality Culture based on the principles of the QC100 Total Quality Management Model. Candidates are proposed by the leaders of previously awarded companies who they consider worthy of the award. Especially meritorious candidates may also be nominated. The International BID Quality Award Selection Committee then chooses the winning companies who will receive the award in New York, Paris, Geneva, Frankfurt, Madrid and London.