Al Ghurair
Visual Systems
Identity
Identity Elements
Demonstrating family values
Al Ghurair Holding is a long-established and well-respected, family-owned group of around 40 companies headquartered in the United Arab Emirates, operating across diverse sectors including foods, construction, real estate and retail. Some units used the Al Ghurair name and some did not, creating a vast array of different names and identities within the group.
To add to the complexity, the Al Ghurair name and the group’s visual symbol were shared with a separate diversified group, after the two had separated ten years previously.
Al Ghurair turned to Lippincott to help them create clarity both in brand architecture and identity.
Challenges
Inconsistent brand and naming architecture failed to communicate the relationships between companies within the group and outside it
Dated and thinly developed visual identity failed to convey a contemporary, professional, international organisation, or what makes them different
Lack of a unique identity vs Al Ghurair Group made it hard for audiences to understand and value the overall scale and performance of Al Ghurair Holding, or recognize the structure of the group.
Actions
Developed a new brand positioning for the group based on the idea of ‘commitment’, identifying the unique strengths shared across the Group that make the Al Ghurair companies attractive to do business with
Created a new brand identity and visual system, with supporting guidelines for application, that could reinforce the positioning and provide crucial differentiation
Developed a brand architecture system that helped lift the parent brand out from the noise of company and product brands, and communicate the structure and relationships of companies within the group.