THE REFRESHMENT CLUB™
purveyors of ideas.




Identity marketing is no longer an opportunity it’s a necessity. For brands, reflecting the people they speak to isn’t a nice-to-have.It’s the foundation of relevance.

At The Refreshment Club, we’ve developed the Identity Marketing concept as a cornerstone of the MicroVerse methodology, empowering brands to build loyalty by mapping multi-dimensional customer identities and aligning hyperlocal campaigns with global cultural currents.





    A global Ipsos study found that 63% of people don’t see themselves represented in most advertising








    Here’s a look at some of the strategic and creative execution work we’ve led to help brands stay relevant to the people they connect with





    TIFFANY & CO

    IDENTITY ARCHITECTURE

       





    This adaptation campaign was built on the belief that representation isn’t a trend, it’s a lever for resonance.

    We started by exploring the full spectrum of ethnic diversity within the target region. Using AI-driven ethnicity research and cultural insight, we developed a wide range of base images that exaggerated the local diversity, deliberately pushing the ethnicity divide to make the opportunity visible, and to show what true inclusivity could
    look like when rooted in data, not assumption.
    From there, we layered in the client's casting brief. Once the opportunity space was mapped, we narrowed in refining selections and adaptations based on local nuance, and casting criteria.

    The final executions are visually coherent with the original global campaign, but locally distinct in their human detail faces that look like the people our client is speaking to, not just celebrities in a global roll-out.



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    Global Campaign Assets for Adaptation





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    Regional Campaign Assets for Adaptation






    Ayse, Erbil, Kurdistan


    Pale olive skin, thick brows that meet gently above the bridge. Deep-set dark eyes with an intellectual sharpness. Slightly crooked nose from a childhood fall. Full, often pursed lips. She stares like she’s reading your soul and writing about it in her mind.

    Zara, Amman, Jordan

    Deep-set almond eyes, the color of warm honey. High cheekbones with slight sun exposure freckles. Strong, wind-brushed brows. A confident jawline, lips slightly sun-chapped but full. She has a calm, observant expression—always calculating her next move.

    Rahaf, Muscat, Oman


    Warm bronze skin with soft, rounded features. Large amber eyes with a naturally dreamy gaze. A wide smile with slightly crooked front teeth. A small nose and dimples. Her expression holds stories, like she's always halfway between memory and the present.

    Amina, Riyadh, KSA


    Rich caramel complexion. Angular face with a strong chin and dramatic cheekbones. Dark, intense eyes framed. Her stare is direct, almost defiant. She rarely smiles, but when she does, it's sharp and intentional.

    Layla, Nablus, Palestine


    Pale olive skin, thick brows that meet gently above the bridge. Deep-set dark eyes with an intellectual sharpness. Slightly crooked nose from a childhood fall. Full, often pursed lips. She stares like she’s reading your soul and writing about it in her mind.

    Fatima, Abu Dhabi, UAE


    Smooth, tan skin with minimal lines despite age. Eyes are deep-set and gray-green—unusual and striking. Fine features: a narrow nose, high brows, lips that seem to rarely move but when they do, it’s deliberate. A serene and composed face that reveals discipline.



    03


    THE CAMPAIGN  |  TALENT O1

     


    A 33-year-old lawyer and model based in Riyadh, Saudi Arabia. She carries a quiet strength that speaks before she does, confident, composed, and deeply rooted in her sense of self. Her presence is powerful, but never performative. She leads with humility, making her both relatable and magnetic. Ranya embodies the spirit of the modern woman in the region, navigating tradition and ambition with grace.










    THE CAMPAIGN |  TALENT O2
    Our Second talent is Layla, a 50-year-old creative director and cultural advisor based in Dubai, UAE. With a presence that commands attention through stillness, she reflects elegance shaped by experience. Layla brings both precision and warmth, pairing sharp intuition with a grounded, human energy. She moves between worlds with ease, traditional and contemporary, regional and global, carrying the voice of a woman who leads quietly, but leaves a lasting mark.















    THE CAMPAIGN |  TALENT O3




    Our third talent is Zara, a 30-year-old fashion designer from Amman, Jordan. Her work reflects what she carries within, bold ideas, quiet conviction, and a deep connection to her roots. Zara’s presence is striking, not because she tries to be, but because she doesn’t. She designs with purpose, drawing inspiration from the landscapes and stories of the Levant, blending modern silhouettes with timeless gestures. Thoughtful and driven, she moves with intent, expressing strength not through volume, but through vision.












    THE CAMPAIGN |  TALENT O4




    Our fourth talent is Nadine, a 27-year-old architect and visual storyteller from Beirut, Lebanon. Her gaze holds focus, warmth, and a quiet confidence that doesn’t seek attention,it earns it. Nadine designs spaces the way she moves through life: with intention, balance, and beauty in the details. Her expression is soft, but never uncertain. She brings modernity with heritage, shaping a narrative that feels both intimate and expansive.






    Base variations of Nadine











    “Advertisements that depict relatable situations, those that feel like they are ‘for people like me’ are more effective in engaging consumers and fostering a connection with the brand.”
    Neilsen.com. effective advertyising report.








    SIDR

    ETHNICITY MAPPING       





    A campaign designed to build awareness by spotlighting the product and what makes it matter. But before we dive in, here’s where it all began: one bold creative asset. For Sidr, we mix fairy-tale charm with sharp humor and scroll-stopping, social-first storytelling. The result? Big, memorable ideas that leave a lasting mark—making sure Sidr sticks with every consumer.


    Brand-First Thinking



    We don’t sell products, we build brands. Everything we do starts with belief: people connect with values, emotions, and identity. That’s why our work always starts with strategic brand thinking that inspires loyalty and action.


    Strategic Disruption



    From platform ideas to bold campaigns, we challenge norms and cut through the noise. Our creative strategies are designed to break category rules and make brands unmissable.


    Identity Led-marketing


    We go beyond demographics to tap into how people see themselves. Powered by AI and cultural insight, we craft marketing that speaks to real, layered identities gender, culture, beliefs, and communities  buiilding relevance from the inside out.

    Global & Local Activation



    Using AI-driven ethnicity mapping and regional insight, we activate your brand in a way that’s globally scalable but locally nuanced. Because cultural fluency isn’t optional it’s essential.












    01


    Consumer Prorities





    For SIDR, we researched the key product attributes that clients were seeking and develpoed the social campaign from those,

    GLOBAL COSMEIC HAIR INDUSTRY HAIR CARE SURVERY (3,400 WOMEN PARTICIPANTS)


    03


    Identity Marketing






    Identity marketing is a crucial strategy that enables brands to connect deeply with their target audience by aligning their messaging with consumers' self-perceptions, values, and cultural affiliations. We can create any consumer look.

    CONSUMER INSIGHTS IN OMAN.









    FEMALE ETHNICITY BREAKDOWN






    POPULATION SEGMENTATION BY AGE
    04


    AI- Activation & Adaptations






    Sharmin, 42 year old Bangladeshi Model
    Shirin, 28 year old Persian Model
    Shirin, 60 year old Persian Model
    Aisha, 35 year old  Omani Arab Model
    Amina, 22 year old  East African Omani Model
    Farah 42 year old Baloch Model
    Neha, 27 year old Indian model
    Layla, 48 year old  Omani Arab Model
    Rebecca 29 year old South African Model
    Alice, 33 year old Australian Model
    Hind 20 year old Omani Arab Model
    Aysel 38 year old Turksih Model






    BOTTEGA BEAUTY

    DIVERSITY CONCEPT       





    As part of our Napkin initiative—where we explore ideas without a brief and push creative boundaries we imagined a beauty bar for Bottega Veneta. We designed a classic 1970s-style soap bar, understated and sculptural, with the Bottega logo subtly embossed into the surface. Timeless, tactile, and quietly bold.

    From there, we built a full 360 campaign around it—film, social, and out-of-home assets designed to elevate a simple gesture of cleansing into an act of luxury.    For the campaign, we approached styling with a holistic mindset—stripping back everything that felt unnecessary to let the essence of the product and the individuals come through. Our cast was intentionally diverse, and most were styled in minimal underwear to reveal skin not for provocation, but for presence. To show softness, texture, and a sense of being fully at ease in one’s own body. 

    Hair was worn in a clean, center part. Makeup was neutral, warm, and consistent across all faces. The result was a quiet strength—calm, confident, and open. A visual system built not on excess, but on clarity. One that established a strong and lasting aesthetic for the line’s launch.


    01


    Product Campaign









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    Films









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    Digital & Ohh Assets
























    People form faster and stronger emotional connections with images that reflect aspects of themselves, whether through appearance, identity, or lived experience. Familiarity creates trust, and recognition sparks attention.








    Heimstone

    CASTING THAT REFLECT RESONATES AND FITS
       






    When Heimstone identified a lack of visibility for their plus-size models, we responded with more than just inclusive imagery—we delivered a campaign rooted in identity, accuracy, and impact.

    Using AI-driven identity marketing, we analyzed regional data to understand where representation mattered most, and adapted casting accordingly. This wasn’t about checking boxes it was about showing real bodies with intention and care.
    Every look was styled for truth: shape, drape, and wearability aligned perfectly, thanks to AI-powered product tagging. The result was a visual narrative that felt honest, confident, and reflective of the people who wear the brand.

    Representation didn’t just show up, it showed up right.



    01


    Product Accuracy 
















    Westfield

    European Adaptation test

       






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