Branding Cost Dubai: How Much Should You Budget in 2026?

Branding costs in Dubai can range from a few thousand dirhams for focused logo work to AED 150,000 or more for complex enterprise or multi-market brand systems. The right budget depends on whether you need a logo, complete visual identity, brand strategy, bilingual Arabic-English development, rollout support or an enterprise-level system.

But the agency fee is only the first number to calculate.

A brand that cannot be reproduced consistently across campaigns, AI visuals, video, products and Arabic-English content creates ongoing correction and production costs after launch.

This guide helps Dubai founders, marketing teams, ecommerce brands and enterprises choose the right branding scope, compare proposals fairly and budget for the content system that will operate the identity.

The costly mistake is comparing branding quotes as though every agency is selling the same service. They are not.

One proposal might include a logo, colors, and typography. Another could include market research, positioning, verbal identity, Arabic and English systems, detailed guidelines, campaign templates, digital applications, and implementation.

For companies that produce content continuously, there is another cost to consider:

What happens after the branding project ends?

While building ALStudio's Consistency Engine, we found that creating an identity and operating that identity are two different challenges. Marketing teams still have to preserve the brand across social campaigns, AI images, video, products, characters, Arabic content, paid advertising, and different creative teams.

A realistic Dubai branding budget therefore needs to consider three layers:

1. Brand creation

2. Brand implementation

3. Ongoing brand operation and content production

This guide breaks down all three.

Already paid for a brand but struggling to keep content consistent? ALStudio turns approved brand, product, character and environment identities into reusable production context across image, video and campaign workflows.

Branding Cost Dubai: Quick Pricing Overview

Dubai branding prices depend primarily on scope, strategic depth, deliverables, localization requirements, and implementation complexity.

A useful way to evaluate the market is by project level rather than searching for one universal "average" price.

Published Dubai pricing guides suggest the following broad market ranges:

Logo-Only Branding

Indicative range: AED 2,000–10,000

Usually suitable for:

• Founders

• Small businesses

• Early-stage launches

• Businesses with an existing strategy

A logo-focused package may include logo concepts, variations, colors, typography and basic source files.

Core Brand Identity

Indicative range: AED 10,000–25,000

Usually suitable for:

• Startups

• SMEs

• Businesses preparing for growth

• Companies that need a consistent visual system

This may include logo development, colors, typography, visual direction and basic brand guidelines.

Full Brand Identity System

Indicative range: AED 25,000–60,000

Usually suitable for:

• Growing brands

• Ecommerce companies

• Established businesses

• Brands expanding their marketing activity

A broader identity can include strategy, positioning, messaging, visual identity, Arabic-English applications, guidelines, templates and multiple brand touchpoints.

Enterprise or Multi-Market Branding

Indicative range: AED 60,000–150,000+

Usually suitable for:

• Large companies

• Regional brands

• Multi-market organizations

• Enterprises with multiple teams or sub-brands

These projects can include research, architecture, governance, bilingual systems, regional adaptation, implementation and large-scale rollout.

These are indicative benchmarks, not fixed prices. Actual quotes can vary based on research requirements, number of concepts, applications, revisions, licensing, implementation and rollout support.

The important point is simple:

There is no useful branding price without a clearly defined scope.

How to Choose Your Starting Branding Budget

Instead of asking only "How much does branding cost in Dubai?", start with the business problem you need to solve.

If you need a credible mark for an early-stage launch

Start by evaluating a logo or focused identity package.

The main risk of overinvesting is paying for strategic and production depth the business cannot yet use.

If you need consistency across core channels

Consider a complete visual identity.

The main risk of underinvesting is recreating design decisions for every social post, presentation, advertisement and campaign.

If you need clear positioning and differentiation

Look for strategy plus identity.

A polished visual identity built on a weak proposition can still struggle commercially.

If you need Arabic-English customer communication

Consider a bilingual identity system.

Arabic should be designed as part of the brand rather than added after the English identity is complete.

If you operate across several markets

Consider an enterprise-level brand system and governance structure.

The main risk of underinvesting is fragmentation across markets, agencies and partners.

If you produce high volumes of content

Consider both the brand system and the production infrastructure that will operate it.

Otherwise, recurring rebriefing, inconsistency and correction can become an invisible monthly cost.

The right tier is the least expensive scope that solves the full business problem, not simply the lowest quote.

What Is Included in Branding Costs in Dubai?

Branding cost is the total investment required to research, define, design, document, implement, and maintain a recognizable brand identity.

It matters because "branding" can describe very different deliverables.

A basic project might include:

• Logo design

• Logo variations

• Color palette

• Typography

• Basic visual guidelines

• Source files

A more comprehensive brand identity may include:

• Brand research

• Competitive analysis

• Positioning

• Audience definition

• Brand architecture

• Naming

• Verbal identity

• Messaging

• Logo system

• Typography

• Color system

• Photography or illustration direction

• Iconography

• Arabic-English identity adaptation

• Brand guidelines

• Social templates

• Presentation templates

• Packaging direction

• Motion principles

• Launch assets

An enterprise engagement can go further into governance, sub-brands, regional adaptations, internal templates, multi-market systems, implementation and ongoing production.

Why This Matters When Comparing Proposals

Imagine Agency A quotes AED 12,000 and Agency B quotes AED 35,000.

Agency B is not automatically overpriced.

If Agency A delivers a logo, typography, colors and basic guidelines while Agency B includes strategy, bilingual identity development, messaging, templates, guidelines and implementation, you are comparing different products.

Ask every provider for an itemized scope before comparing prices.

Use this comparison rule:

If two proposals do not include the same strategic work, deliverables, languages, applications, revisions and rollout support, their totals are not directly comparable.

What Determines Branding Cost in Dubai?

The biggest branding cost drivers are strategy, deliverables, localization, agency expertise, rollout requirements and organizational complexity.

Understanding these variables helps buyers distinguish necessary investment from unnecessary scope.

1. Strategic Depth

A designer executing an identity from an existing strategy has a different job from an agency responsible for discovering what the brand should stand for.

Research, positioning, customer analysis, workshops, naming, architecture and messaging add strategic work before visual design begins.

2. Number of Deliverables

A logo is one asset.

A brand system can include dozens of applications and rules governing how the identity behaves.

The more touchpoints the agency must define, design, test and document, the larger the engagement becomes.

3. Arabic and English Branding

For Dubai businesses, bilingual branding can be particularly important.

Arabic should not simply be inserted after an English identity has been completed. Typography, right-to-left layouts, hierarchy, logo lockups, messaging, copy length and applications may all need separate consideration.

The cost of bilingual development should therefore be treated as a scope question, not an automatic percentage added to every branding project.

4. Rollout Complexity

Changing a logo on a website is relatively contained.

Rebranding a company across ecommerce, packaging, retail locations, social channels, paid media, email, presentations, video, signage and internal documents is significantly more involved.

Ask whether implementation is included or priced separately.

5. Number of Markets

A Dubai company may eventually operate across Saudi Arabia, Bahrain, Qatar, Kuwait, Oman and other markets.

The brand identity may stay constant while messaging, dialect, imagery, offers, voiceover and campaign context change.

Regional expansion therefore introduces both localization and governance requirements.

This is where a strong AI campaign consistency workflow can become useful: the brand remains recognizable while market-specific variables can change.

6. Ongoing Content Requirements

This is one of the most frequently overlooked costs.

A branding project creates the system.

Marketing has to keep using it.

Every advertisement, video, AI-generated image, product visual, presentation, landing page, social post and campaign becomes another application of that identity.

That turns consistency into an operating cost.

Calculate the Real Branding Budget

Use this framework before requesting proposals:

Strategy and Identity

Ask:

• Do we need research?

• Do we need positioning?

• Do we need naming?

• Do we need messaging?

• Do we need bilingual development?

• Do we need a complete visual identity?

Implementation

Ask:

• Which website touchpoints must change?

• Does packaging need to change?

• Which social channels need new templates?

• Do presentations and sales materials need updating?

• Does physical signage need to change?

Launch Assets

Ask:

• How many campaign visuals are required?

• Do we need a launch film?

• How many social assets are required?

• Do we need paid-media variations?

• Do we need internal rollout materials?

Recurring Production

Ask:

• How many images are needed monthly?

• How many videos?

• How many ads?

• How many landing pages?

• How many Arabic-English variants?

• How many market-specific versions?

Governance

Ask:

• Who approves creative work?

• Where are brand assets stored?

• How are agencies briefed?

• How is product consistency controlled?

• How are characters and environments kept consistent?

• How are AI-generated assets reviewed?

This prevents a common budgeting failure:

Approving the identity fee, then discovering that rollout and monthly production require a second unplanned budget.

Logo Design vs Full Branding in Dubai

Logo design creates an identifying mark; full branding creates the system governing how a business looks, communicates and behaves across customer touchpoints.

A Logo Project Usually Focuses On

• Logo

• Logo variations

• Basic colors

• Basic typography

• Limited guidelines

• Source files

A Full Brand Identity Can Include

• Logo system

• Color system

• Typography system

• Brand strategy

• Positioning

• Messaging

• Visual direction

• Arabic-English applications

• Detailed guidelines

• Social templates

• Presentation templates

• Packaging direction

• Motion principles

• Implementation support

When Is Logo-Only Work Enough?

Logo-only work can be appropriate when a business already has clear positioning, messaging, creative direction and internal design capability.

It can also work for early-stage businesses validating a concept before investing in a larger system.

When Should You Invest in Full Branding?

Consider a complete identity when you need several people or partners to produce work consistently.

The need becomes stronger when you operate across multiple markets, channels, languages, products or campaigns.

The more people interpreting the brand, the more valuable a well-defined system becomes.

When Is the Cheapest Option Likely to Cost More Later?

A narrow package can become expensive when your business immediately needs bilingual layouts, packaging, paid advertising, social templates, video rules or work from multiple vendors.

Every undefined decision then returns as a new brief, revision or separate project.

Choose the smallest scope that covers the next 12–18 months of realistic business use, not only launch day.

Branding Agency vs Freelancer in Dubai

A freelancer can be suitable for focused execution, while an agency is generally better suited to projects requiring multidisciplinary strategy, identity, localization, implementation and coordination.

Neither option is inherently better.

The decision should depend on your requirements.

A Freelancer Can Be a Strong Fit For

• Focused logo projects

• Small visual identities

• Limited stakeholder groups

• Businesses with existing brand strategy

• Projects requiring one primary creative specialist

An Agency Can Be a Strong Fit For

• Brand strategy

• Research

• Full identity systems

• Arabic-English development

• Multi-market rollouts

• Large stakeholder groups

• Multiple creative disciplines

• Enterprise governance

• Large implementation projects

For a founder who needs a focused identity, an experienced freelancer may be enough.

For an enterprise coordinating leadership, marketing, regional teams, Arabic-English systems and launch assets, agency infrastructure may justify a higher fee.

The important question is not:

"Agency or freelancer?"

It is:

"What capability does this project actually require?"

The Hidden Branding Cost: Operating the Brand After Launch

Brand operations are the ongoing processes required to keep an approved identity consistent across everyday marketing production.

This is where conventional branding budgets often stop too early.

A brand book can specify the correct logo, colors, fonts, tone and visual language.

But the document cannot automatically ensure every designer, marketer, freelancer, agency or AI model applies those rules correctly.

In our internal testing across multiple AI models, we repeatedly observed a distinction between generation quality and identity consistency.

An individual image could look excellent while still being wrong for the brand.

Products could subtly change.

Characters could drift.

Environments could change.

Visual treatments could move away from the approved identity.

Arabic and English executions could begin looking like separate campaigns.

Every inconsistency creates another review decision.

Why This Matters Financially

The original branding invoice is not the complete cost of maintaining the brand.

Organizations also spend resources on:

• Creative briefing

• Reference gathering

• Template management

• Asset production

• Review cycles

• Localization

• Corrections

• Agency coordination

• AI prompting

• Brand approvals

• Version management

This leads to a more useful budgeting framework:

Total brand investment = brand creation + implementation + ongoing brand operations

That model is especially relevant for ecommerce companies, agencies, enterprises and marketing teams producing high volumes of creative.

To assess the hidden operating cost, track:

• Average review rounds per asset

• Time spent gathering references

• Time spent rewriting briefs

• Percentage of generated assets rejected for inconsistency

• Time required to create a new market or channel version

• Repeated corrections to products, characters, logos or environments

• Delays between approved concept and campaign launch

These metrics reveal whether the brand is genuinely operational or merely documented.

Brand Guidelines vs Brand DNA

Brand guidelines document identity rules, while Brand DNA makes approved identity information reusable inside ALStudio's creative production workflows.

Traditional guidelines remain important.

They give humans a reference for what the brand represents and how it should be executed.

The problem begins when a PDF becomes the only mechanism for controlling production.

While building ALStudio's Consistency Engine, we found that repeatedly uploading references and rewriting prompts was not the same as having persistent brand context.

That observation led to Brand DNA.

What Brand Guidelines Provide

Brand guidelines can document:

• Logo usage

• Colors

• Typography

• Photography direction

• Visual style

• Tone of voice

• Layout principles

• Brand applications

They are essential for human teams and external partners.

What Brand DNA Adds to Production

ALStudio's Brand DNA system turns approved identity information into reusable production context.

It can work alongside:

• Product DNA

• Character DNA

• Environment DNA

• Visual style

• Logos

• Color palettes

This means teams can preserve different identity layers while creating new content.

Why Product DNA Matters

A brand may remain consistent while its products change between generations.

For ecommerce brands, packaging, proportions, labels, colors and product details often need to remain stable.

That is why Product DNA is particularly relevant to content-heavy brands.

It helps separate what the product actually is from the creative environment surrounding it.

Why Environment DNA Matters

A campaign may also depend on recurring environments.

A café, office, retail space or branded setting can become part of the campaign's visual identity.

Environment DNA for advertising explores how persistent environment identity can support consistent AI-generated advertising.

The Four Layers of Consistency

The Consistency Engine supports four important forms of consistency:

• Brand Consistent: identity remains recognizable

• Character Consistent: recurring characters maintain identity

• Product Consistent: products remain visually stable

• Scene Consistent: environments remain recognizable

This does not replace professional branding.

It operationalizes the identity after the branding work has been completed.

A Practical Dubai Ecommerce Branding Example

Consider a Dubai ecommerce brand preparing to launch in English and Arabic.

Step 1: Build the Identity

The branding team develops positioning, messaging, logo, typography, colors, visual direction, bilingual applications and brand guidelines.

This is the brand creation cost.

Step 2: Implement the Identity

The company applies the system across its website, ecommerce pages, packaging, social channels, email, presentation materials and launch campaign.

This is the implementation cost.

Step 3: Start Continuous Marketing

Now the team needs:

• Instagram creative

• TikTok videos

• Paid ads

• Product imagery

• Campaign videos

• Landing pages

• Arabic copy

• Email assets

• Seasonal campaigns

This is the brand operation cost.

Step 4: Expand Production

A successful campaign is adapted for different platforms and markets.

Without persistent context, teams repeatedly provide logos, references, products, palettes, visual directions and previous examples to different production systems.

Step 5: Operationalize the Identity

With ALStudio, the company can store its Brand DNA in Constants Studio.

Product DNA can preserve product identity.

Character DNA can control recurring campaign characters.

Environment DNA can preserve recurring environments.

Marketing workflows can then use that context when campaigns move into production.

The value is not cheaper logo design.

It is:

Better preservation of the identity the company already paid to create.

For a content-heavy ecommerce brand, that preservation can improve return in two ways:

1. Reducing avoidable rework

2. Increasing the number of usable, on-brand campaign variations produced from the same approved identity

This is closely related to the broader problem of AI brand consistency at scale.

How to Separate Branding and Production Budgets

Identity development and recurring production should appear as separate budget lines because they solve different problems.

Branding defines who the company is, how it looks, what it says and the rules governing its identity.

Production covers what the company publishes each month, which channels and markets need assets, and how those assets remain consistent.

Separating the two prevents a common scope problem:

Assuming that a branding engagement includes unlimited future creative production.

It also makes agency proposals easier to compare and gives finance teams a clearer view of one-time versus recurring costs.

Generative AI can accelerate production, but it does not remove the need for brand governance.

Enterprise Branding Cost and Governance

Enterprise branding becomes more expensive when identity complexity, stakeholder coordination, markets, sub-brands and governance requirements increase.

A large organization may have:

• Multiple business units

• Regional marketing teams

• External agencies

• Different languages

• Multiple product lines

• Recurring characters or ambassadors

• Several campaign environments

• Large asset libraries

• Different approval structures

For these organizations, the question is not simply whether a designer can follow the guidelines.

The question is whether the organization can maintain the same identity while many people and systems create simultaneously.

That is why enterprise brand investment increasingly intersects with production infrastructure.

ALStudio's Brand DNA, Product DNA, Character DNA and Environment DNA address different identity layers instead of treating consistency as one generic setting.

The architecture matters when production scales.

Common Branding Budget Mistakes

The biggest branding-budget mistakes come from buying an incomplete scope or failing to budget for implementation and ongoing production.

Choosing Only by Price

The cheapest proposal may be perfectly appropriate.

But price alone cannot tell you whether two proposals contain comparable strategy, deliverables, localization or implementation.

Treating a Logo as the Brand

A logo is part of the identity, not the entire operating system for the brand.

Adding Arabic at the End

Design Arabic and English together when both languages are important to the business.

Retrofitting Arabic later can create avoidable typography and layout problems.

Forgetting Implementation

Ask who will apply the new identity across your website, social channels, packaging, advertising, presentations and other customer touchpoints.

Ignoring Post-Launch Production

Budget for the campaigns and content that will use the brand after launch.

Buying Deliverables Without Ownership Clarity

Confirm:

• Source-file access

• Licensing

• Font requirements

• Image licensing

• Usage rights

• Ownership of final assets

before signing.

Not Planning Governance

Decide who approves brand applications and how agencies, employees, freelancers and AI workflows access the correct identity information.

How to Choose a Branding Agency in Dubai

Choose a branding partner based on strategic fit, relevant expertise, process, scope clarity, implementation capability and the quality of the system they leave behind.

Use this decision framework before signing a proposal.

1. Define the Business Problem

Do you need:

• A logo?

• A new identity?

• Strategic repositioning?

• A bilingual system?

• A full rebrand?

• Regional identity architecture?

Do not request "branding" without defining the outcome.

2. Define Required Deliverables

Write down every touchpoint you expect the identity to cover.

3. Confirm Strategy Scope

Ask exactly what research, positioning, workshops, naming, messaging and audience work are included.

4. Check Arabic Capabilities

If Arabic matters, review actual Arabic identity work rather than assuming translation is included.

5. Compare Proposals Line by Line

Compare scope rather than totals.

6. Clarify Implementation

Determine who turns the approved identity into real assets.

7. Plan Ongoing Production

Decide how the brand will remain consistent across future campaigns, AI content, products, characters and markets.

8. Evaluate the System, Not Only the Presentation

The final presentation might look impressive.

The more important question is whether your team can actually use the identity after the agency leaves.

9. Ask for Evidence Tied to Your Use Case

Review work that resembles your actual challenge:

• Bilingual identity

• Ecommerce packaging

• Enterprise governance

• Regional rollout

• Content-heavy campaigns

A beautiful portfolio is useful, but relevant operating experience is a stronger buying signal.

10. Score the Proposal Before Choosing

Use a weighted evaluation:

• Strategic fit and understanding — 25%

• Relevant work and team capability — 20%

• Deliverables and implementation coverage — 20%

• Arabic-English and regional expertise — 15%

• Process, timeline and governance — 10%

• Price and commercial terms — 10%

Adjust the weights to your priorities, then score every shortlisted provider against the same criteria.

Best Practices for Controlling Branding Costs

The best way to control branding costs is to reduce ambiguity before work begins and separate one-time identity investment from recurring production.

Start with a clear brief.

Define decision-makers early.

Agree on deliverables.

Specify Arabic-English requirements from the beginning.

Establish revision and approval processes.

Clarify implementation responsibilities.

Define ownership and licensing.

Then decide how the identity will be maintained once content production starts.

This approach does not necessarily make the initial branding project cheaper.

It makes the budget more predictable.

It also protects ROI by reducing three types of waste:

1. Paying twice for omitted deliverables

2. Delaying launch because responsibilities were unclear

3. Repeatedly correcting content after the identity is approved

How ALStudio Fits Into the Branding Workflow

ALStudio does not replace the strategic work of developing a brand; it provides creative production infrastructure for operating that identity across AI-powered content workflows.

ALStudio.ai is a Creative AI Operating System built around production rather than isolated generation.

Constants Studio stores reusable Brand, Character, Product and Environment DNA.

That shared context can then support written content, structured film production, campaign workflows, platform-specific social outputs and post-production.

The system also supports multiple AI models and Arabic voiceover workflows, making it particularly relevant to MENA teams producing bilingual or localized campaigns.

For a Dubai business, the connection is straightforward:

Pay experts to create the right brand. Then build a production system capable of preserving it.

When ALStudio Delivers the Strongest Value

ALStudio is best suited to teams that:

• Produce recurring branded images, videos and campaigns

• Need Arabic-English or multi-market content

• Use recurring products, characters or campaign environments

• Coordinate internal marketers, agencies and external creators

• Want to use multiple AI models without losing approved brand context

• Need more channel variations without rebuilding every asset from scratch

If you need only a logo or a one-time identity presentation, ALStudio is not a substitute for a branding specialist.

Its value begins when the approved identity moves into continuous production.

For teams producing recurring advertising, this also connects directly to the challenge of consistent AI ads and consistent AI commercials.

Turn brand investment into reusable creative infrastructure.

Conclusion: What Should a Dubai Branding Budget Cover?

A realistic branding cost Dubai plan should cover more than the initial logo or visual identity.

It should account for:

• Strategy

• Identity design

• Arabic-English requirements

• Implementation

• Launch assets

• Ongoing production

• Brand governance

For a focused logo project, current Dubai market guides place budgets in the lower thousands of dirhams.

Complete identity systems can move into tens of thousands, while complex enterprise and multi-market programs can exceed AED 100,000 depending on scope.

The most important purchasing decision is therefore not finding the lowest branding quote.

It is understanding:

What are you buying, what is missing, and what will it cost to operate the identity after launch?

Brand guidelines document the system.

Brand DNA and the Consistency Engine help turn that identity into reusable production context across ALStudio's Creative AI OS.

Start with ALStudio and turn your approved brand identity into consistent image, video, campaign and multilingual production without rebuilding its creative context every time.

Frequently Asked Questions About Branding Costs in Dubai

1. How Much Should I Budget for Branding in Dubai?

Current Dubai pricing guides commonly place logo-only packages around AED 2,000–10,000, core identities around AED 10,000–25,000, and full brand systems around AED 25,000–60,000.

Enterprise and multi-market systems can cost significantly more.

Your actual budget should be based on strategy, deliverables, bilingual requirements, implementation and ongoing production rather than the headline price alone.

2. Is It Better to Hire a Branding Agency or Freelancer in Dubai?

A freelancer can be a good fit for focused logo or identity work when the scope and decision-making process are limited.

An agency becomes more useful when a project requires research, strategy, Arabic-English execution, multiple specialists, stakeholder management, implementation or regional rollout.

Compare capabilities and deliverables rather than choosing based purely on provider type.

3. What Should Be Included in a Dubai Branding Package?

A complete branding package can include strategy, positioning, messaging, logo design, typography, colors, visual direction, brand guidelines, Arabic-English adaptations and application templates.

More extensive packages can include packaging, digital systems, launch assets, motion principles and implementation.

Buyers should request an itemized scope so competing proposals can be compared accurately.

4. Does AI Reduce the Cost of Branding and Content Production?

AI can reduce repetitive production work, but it does not replace brand strategy, positioning, creative direction or governance.

The larger opportunity comes after the identity is established.

Systems such as ALStudio's Brand DNA and Consistency Engine can help teams reuse approved identity context across image, video, campaign and multilingual workflows instead of rebuilding references for every production task.

5. How Can I Calculate the ROI of a Branding Project?

Track both commercial and operational outcomes.

Commercial measures can include:

• Conversion rate

• Qualified leads

• Repeat purchase

• Pricing power

• Brand search

Operational measures can include:

• Revision rounds

• Production time

• Asset reuse

• Launch speed

• Percentage of approved content

Compare these results with the full investment in creation, implementation and ongoing brand operations.

6. How Can a Company Keep Its Brand Consistent After Paying for a Rebrand?

Start by documenting the identity clearly and establishing approval, ownership and production rules.

For AI-driven production, persistent identity systems can extend those guidelines into workflows.

ALStudio stores Brand DNA alongside Product DNA, Character DNA and Environment DNA so teams can preserve different identity layers as campaigns and content scale.

7. Is There a Free Way to Test ALStudio After Completing a Branding Project?

Yes. ALStudio offers a free plan that allows teams to test its creative production workflows before moving to a paid plan.

This provides a practical way to explore how approved brand context can support ongoing image and video production.