ROLE
Brand strategy, messaging, positioning, architecture, identity, digital design
Middle Eastern Project Development (MEPD) is a group of corporations working in oil, gas, water, construction development, and chemical production. I met their team of CEOs in Abu Dhabi to reposition and rebrand MEPD and its subsidiaries—from the strategy, up.
Overview
Shifting from international connection to a global viewpoint — MEPD’s portfolio reflected individual brands that were strongly connected with their countries of origin, all of which are located in the Middle East. However, their offerings centered around their support of the global economic community. What they needed was a strategic plan to create a new brand experience, and align their brand message across their corporations in a functional manner.
THE GAMEPLAN:
- Competitive analysis and positioning
- Executive workshops
- Brand architecture (What is an MEPD company, and what should be independent)
- Brand positioning
- Brand messaging and values
- Taglines
- Brand identity
- Sub-brand identities (for those designated as “strongly” connected with MEPD)
- Brand elements and guidelines
- Digital pattern library
- Web design (UI)
“I can honestly say that our new brand makes us excited. It’s exactly what we needed.”
“I trusted that they would understand me and those here, which I experienced from their business card to their final handshake”.
