Brand Positioning

Mubadala Aerospace’s revised strategic focus brought together its businesses Sanad Aero, a leading aviation leasing entity, and TS&S Aerospace, an aircraft engine MRO service provider, to create Sanad, an Integrated Service Provider that is the first of its kind in the region. The two Mubadala-owned aerospace brands, Sanad Aero and TS&S Aerospace, were distinct but linked. Sanad Aero is an aviation-focused financing provider that focused on airlines that that are at ...

For over two decades Abu Dhabi Ship Building (ADSB) has been the partner of choice for the UAE Navy, playing a major role in increasing the nation’s naval defence capabilities. Gradually over the last years, ADSB shifted its business strategy from solely building naval ships to expanding into areas such as oil & gas, marine support services and commercial shipbuilding. An UAE success story, ADSB turned over a remarkable USD ...

Modern Home had operated in Doha for over three generations achieving an iconic status amongst Qataris. However, due to the changing needs of Qatar, increasing competition in the retail industry and expanding range of sophisticated products offered at the store, the time was opportune for Modern Home to reposition itself; a decision that was also fuelled by qualitative research findings. Keeping in mind the brand’s history and loyal customer base, repositioning ...

The company formerly known as Mawashi liked things so much that the new name and retail brand design was adopted for both corporate and retail sides of its business. A bold step by a brave client! With ‘butchery’ and ‘supermarket’  fast becoming interchangeable terms and meat increasingly an impulse rather than a considered purchase,  the commoditisation of meat was identified as a critical strategic insight. ...

Situated in West Bay within easy reach of Lusail City, Qatar’s ‘Future City’, the initial assignment was strategic in nature; naming and positioning a new 127,000 square metre lifestyle shopping centre with 53,000 square metres of retail space. A strategic positioning platform & detailed communications programme was required to engage prospective high value retail tenants as well as build and develop brand awareness from the ground up. ...

The Doha Jewellery and Watches Exhibition is a yearly event attracting renowned international brands to an exhibit of the latest trends and designs by the world’s foremost artisans in watches, jewellery and precious stones. Annually since 2010, James has crafted 51 East's digital and printed brand touchpoints to reflect the grand stature of the event, given out to the thousands of spectators visiting the international show each year. ...

Darwish Holding is a third generation Qatari trading family operating a renowned company, previously named ‘Bader Darwish & Partners’, across the MENA region with business interests in retail, construction, investments, technology and real estate. Our aim was to coherently articulate the holding company’s brand architecture with a new positioning, brand identity and design system. ...

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