Brand Strategy

A saturated financial services market required a partner that truly listened, understood and provided. Deem a joint venture between Mubadala Investment Company and Singapore based Fullerton Financial Holding aimed to be that partner. ...

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 ...

A worldwide shortage of pilots combined with a growing fleet size, Emirates Airline had a challenge at hand. As such Emirates launched Emirates Flight Training Academy (EFTA), a purpose-built learning facility dedicated to training the pilots of tomorrow. The brief was to develop the new EFTA brand, from strategic inception of idea to final creative executions. This included developing the new brand’s positioning platform, crafting its unique visual language and comprehensive ...

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. ...

Muscat Eye Laser Center is a well established clinic in Muscat, Oman with a wide multi-cultural client base comprising of Omanis, expatriates and medical tourists. Word of mouth was the primary factor towards customer decisions. Muscat Eye Laser Center’s objective was to build a strong local brand prior to expanding its clinic operations in Oman hence a re-branding programme was required. ...

Abu Dhabi Telemedicine Centre (ADTC) provides high quality medical advice and treatment from doctors who diagnose and treat via the telephone. It is located in Abu Dhabi in the United Arab Emirates (UAE) and is part of Mubadala’s healthcare network. Telemedicine service is new in the UAE market hence the objective of the branding program was to build a relevant, motivating and trusted healthcare brand that would educate the target ...

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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