Darwish Holding

About This Project

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.

A pioneering journey

Strategic

To achieve maximum value, a solid monolithic architecture was developed for the primarily B2B holding company and it’s divisions, where industries are endorsed by the holding company name, an approach that leverages Darwish Holding’s brand equity across its many subsidiary business divisions. The brand strategy was centered around delivering services and products that truly benefit Qatar and its people as well as reflect a dynamic organization with a rich brand heritage.

Creative Solution

The brand identity relates to the Arabic letter ‘d’. Taking roots of the family’s pearl history, the arabesque shape pays homage to a typical Dhow boat sail. The core concept was based on the family legacy, heritage and their inspiring journey.

Conclusion

The holding company has swiftly expanded and diversified its business, featuring 800 employees, represents over 100 major brands and continues to serve the people of Qatar into the future. The simplicity of the architecture made the Darwish Holding brand more comprehensible to stakeholders and appealing to potential investors. The new positioning reinforced the presence, commitment, and value of the Qatari visionary brand. The memorable identity and visual language is timeless and has assisted Darwish Holding to carve its desirable presence and reputation in the market.

Project Summary

Brand Audit

Brand Strategy

Positioning

Brand Identity

Visual Tone of Voice

Corporate Communication Suite

Brand Guidelines

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