Brand Positioning & Identity Design for 3 brands under one umbrella
My team was tasked with creating new brand identities for three companies that belong to a communications group. The group has offices in Jeddah, Riyadh, and Cairo. The project was led by BrandCode, a brand strategy consulting firm that offers a wide range of services. Comma, which specializes in public relations and event management, and Matrix, which focuses on media management and integrated campaigns utilizing customized services, were the other two companies involved in the project.
Our clients were facing the challenge of updating their brand identities and positioning to align with their expanding customer base in markets outside of Saudi Arabia, including Europe, Asia, and the Middle East. To address this, we made modifications to the original narrative elements and transitioned values and attributes. We helped our clients by maintaining a narrative connection with the past while further developing their previous brand proposition. The outcome was a more distinct brand experience that naturally resonated with both customers and employees, allowing them to connect with the new identities.
Our strategy involved combining three separate value propositions into a single coherent brand philosophy, while still differentiating the three distinct brands from one another. The goal was to reinforce each brand’s position as a local agency that serves local clients while adhering to global standards and trends simultaneously.
We designed these logos to appeal to a modern, contemporary, and global audience. The logos are simple yet eye-catching, featuring three bright, vibrant colors that mirror each company’s brand positioning. We then used the logos as the foundation to establish a unique visual identity for each brand, including designing the most significant digital and analog components.
To create three unique brands while maintaining consistency, it is essential to have a well-planned approach. Our strategy involved the following steps:
Step 1: Identifying Common Background Elements: We identified fundamental elements that could be shared across all three brands. To develop common tools that streamline workflows and ensure efficiency, we assessed the back-office processes for operations and customer
Step 2. Modular Design: We developed templates for marketing materials, websites, and other brand collateral with modular sections that can be easily adjusted to accommodate different content and messaging. Essential brand elements of each brand are maintained even with customization.
Step 3. Monitor and Iterate: We encouraged our client to educate teams on the importance of adhering to brand guidelines for consistency and to assess the performance and reception of each brand regularly. As well as to establish a feedback loop to gather insights from customers, employees, and stakeholders and use feedback to make informed decisions about potential adjustments to each brand’s strategy.