EtihadWE

Neither of these fully captures the reality of the Northern Emirates. This region is home to a growing economy focused on manufacturing, agriculture, and logistics, set against a diverse landscape of rugged mountains, fertile plains, and coastal mangrove forests. Providing reliable water and electricity there poses a very different challenge than servicing high-rises in a big city.

This is the role of Etihad Water & Electricity. Despite a recent rebrand and a shift from government entity to corporate status, the new identity hadn’t quite landed as intended. Many continued to use the old name, and it was still seen as just another utility provider. With ambitious plans for an IPO, the company wanted to shed its bureaucratic image and redefine itself as a trusted partner to the communities it serves. 

Unlike its southern neighbors, the Northern Emirates are home to far fewer nationally recognized brands. There was a palpable hunger for a brand that could stand tall as the region’s defining champion—bringing visibility and pride to an often-overlooked part of the country.

Recognizing this gap, we set out to craft a brand that could fill this void and inspire loyalty among both consumers and employees.

We brought the company’s story to life with a bold new brand identity that places the community at its core. Shortening the name to EtihadWE reflects a shift from a basic utility provider to a true community partner. While retaining the heritage of “Etihad,” the emphasis on “WE” serves as a deliberate nod to collective purpose, setting this brand apart in a crowded regional landscape of similarly named entities.  

Designed with consumers in mind, the new visual identity is approachable and full of energy, breaking away from traditional government aesthetics. The emblematic "W" flows smoothly, like water traveling through a pipe, while the sharp, warm "E" evokes the familiar power-on symbol of electricity. Elemental in its essence, it captures the spirit of the brand and the forces fueling life and progress in the region.

Humanizing a brand that could be reduced to just infrastructure means EtihadWE can tell a wholly different story. From empowering individuals to enabling entire industries, the new brand celebrates the passionate people who bring it to life, as well as those whose lives it transforms.

The new identity was unveiled in January 2025 at a grand ceremony in Ajman, bringing its people together in celebration and marking a major step toward becoming the regional champion it set out to be.