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Toledo. Rebrand

A powerful new identity for one of Saudis most likeable companies.

Posted by Mohammed Zubair

We like it, it is a new face for our company
Hamad Alsugair


The firm had never invested in it’s identity and felt the time was right to commission an agency to help it project itself into new markets. A highly successful firm in terms of winning government business, the company’s founder wanted to build credibility with the private sector and a new brand was considered to be the right route.


The brand is driven by the founders principle, ‘to improve peoples lives’ which was supported by three key values; pride, sincerity and drive. Their brand promise ‘ to build excellence’ was coined from the owners personal touch and desire to create a firm which took great pride in delivering beyond their customers expectations.


The resulting brand is one of strength and character. A bold orange coloration was selected and coupled with chunky typography and resilient and grounding earthy tones. The firm is now poised to take on the construction of an entire nation.

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