NETJETS MIDDLE EAST
OVERVIEW
Formerly Executive Jet Aviation, Netjets was founded in 1964 as one of the first private business jet charter and aircraft management companies.
By definition, NetJets created the concept of fractional jet ownership and has, since conception and launch of the programme, provided individuals, corporations and governments with all the benefits of whole aircraft ownership, but at a fraction of the cost. NetJets offers its customers the convenience, access, and time advantages of flying point to point in private jets.
CHALLENGE
With subsidiaries in the United States and Europe, NetJets needed a tailored approach to ensure their brand was geared for launch in the Middle East.
As a result, NetJets Middle East, a provider for flights in the Middle East based in Jeddah, Saudi Arabia, was created. With NetJets providing the franchisee with an inherited brand identity system and architecture, we were asked to adapt, evolve and invigorate the system for the Middle East market.
SOLUTION
Utilising the inherited qualities of the brand, we created a new bespoke image library and colour palette. This was then woven into the existing brand fabric to ensure NetJets was sympathetically adapted for the region’s target audience.
The effective use of rich, emotive and aspirational imagery has since brought the Middle East brand to life – raising the profile of the brand and attracting new customers that otherwise might not have been attainable.
Today, NetJets ME continues to thrive, recently launching a new customer loyalty initiative, coinciding with a confirmed order of 32 new private jets.
© Breathe Branding FZ LLC
ABRAAJ CAPITAL
OVERVIEW
Headquartered in Dubai, Abraaj Capital is a premier investment firm specialising in private equity investments in the Middle East, North Africa and South Asia (MENASA) region. The company has more than 150 professionals representing 28 nationalities drawn from an extensive global pool of talent.
Abraaj Capital own an incredibly diverse portfolio of businesses ranging from banks to supermarkets, from ship manufacturers to airlines, from hospitals to schools and from process manufacturing plants to high street retail outlets.
CHALLENGE
Our challenge was to revitalise the company’s existing visual identity to form a more unifying brand language and to assert a stronger sense of stability and confidence.
We were asked to develop a new brand system that would reflect character the ability to act as a long-term partner for their clients and a conviction to embark on new opportunities.
SOLUTION
Abraaj Capital, commissioned us to create a brand identity and communications platform to better reflect the innovative and dynamic nature of their financial services, and to clearly distinguish them as pioneers in their field. The Abraaj brand is built on two unifying concepts: reliability and transparency to investors.
The new look and feel is an extension of the brand identity and uses a dynamic grid, with intense blue overlays.
Today, we continue to work with Abraaj as the brand continues to be communicated across all touch-points.
© Breathe Branding FZ LLC
FORCE 10 GROUP
OVERVIEW
Founded in 1993, the Force 10 Group provide a range of services that span the construction and manufacturing value chain. The organisation comprises of five divisions, each sharing a goal to provide the best quality services, construction, building system manufacturing sectors and products in the real estate.
CHALLENGE
Following a period of rapid, organic growth, we were asked to provide a solution that would rationalise their offering internally, whilst helping to position and clearly communicate their offer externally to an increasing number of key audiences and defined stakeholder groups.
SOLUTION
The result: A strongly identifiable brandmark and derivative solution that works across all business units. As part of our ongoing commitment to the successful roll-out of the brand, we created incredibly robust and thorough guidelines – providing tools, templates and applications to help guide the family of brand identities through continued group expansion.
© Breathe Branding FZ LLC
