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Unisono

Naseej Rebrand.

Award winning rebrand for Bahraini real estate firm

Posted by Mohammed Zubair

Having worked with a number of international agencies in the region, Unisono’s strategic approach, commercial acumen and creativity is head and shoulders above both regional and international competition. Naseej was taken through a brand evolution and the process was inclusive, insightful and inspired the management to adopt the work as the DNA of the company
Leanne Arnold. Head of Marketing.

Challenge

A unique real estate company branding was needed for Naseej. It had a logo and collaterals but no brand to drive development. The board were keen to ensure the name (Arabic for ‘Fabric’) remained but felt the brand lacked real dimension. Naseej has a tough market and needed clear purpose, differentiation and logical communications to compete.

Strategy

We undertook a full brand development strategy with the leaders of every department to really understand the core philosophy of the executive. From our sessions we were able to devise a new vision (‘to deliver meaningful value through insight’), mission and value system and positioned the brand as a ‘value innovator’. This gives Naseej a meaningful difference in a market saturated by projects with no buyers.

The new visual identity expressed the leadership’s willingness ‘to find alternative solutions to problems’ while the ‘fabric’ in the name was expressed as a dynamic flowing form to be applied in support of the main brand mark. A broader colour system was created enabling the brand to communicate across it’s value chain (from planning, through finance to construction and maintenance) with differentiated messaging

Result

The rebrand has not only helped Naseej to become a recognised leader in the regional real estate industry, it has also won major recognition at Rebrand 100, the international awards show, where it won a Distinction in 2010. Not satisfied with winning at one major show, the rebrand was also picked up by the German Design Council for a nomination shortly after, the only Bahriani brand to have been recognised by the council.

The core philosophy of the brand has been fully realised and the leadership now feel they have a brand that properly communicates who they are and gives them a sense of direction. The marketing department have a new sense of purpose and a fully systemised brand, enabling faster roll out of communications that are now properly aligned. The whole team has been inspired by the results with staff engagement at an all time high. Investment in the company’s projects has also seen a step change despite a troubled real estate market.

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