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Born in the UAE, serving globally.
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The story for this brand began 100 years back in Syria by the visionaries of the Ghreiwati family. Over the years the legacy grew and a strong diversified portfolio was built after which strategic decisions were made to expand operations in the UAE. Our brief was to carry out a rebranding exercise with a structured brand architecture for the sub-brands.
Credits
Client: Ghreiwati Group
Industry: Corporate
Location: Dubai, UAE
Web: gpd.ae
What we did
Brand Architecture
Brand Guidelines
Brand Identity
Brand Strategy & Positioning
Collateral Materials
Digital Strategy & Website
Internal Branding
Stationery Package
The Brandmark
The inspiration for visuals
To merge the long imperial heritage with the fast paced modern era, we created a fusion of the past and the present by using interlaced letters for the corporate brand.
Brand Architecture
To give distinction to every function and operation, we adopted a branded house architectural strategy where the parent brand ‘Ghreiwati Group’ served as an umbrella brand for the sub-brands of trading, properties, investments and industries.
Main Brand
Sub-Brands
The Brandmark
The brandmark comprised of two interlaced 'G' letters with the descriptor 'Ghreiwati Group'.
The Colour Palette
We choose a flexible and foundation colour palette to enhance the corporate feel of the brand which comprised of crimson red, ebony black, nickel-silver, off-white and white.
Crimson
60%
Black
60%
Silver
60%
Off-White
60%
White
60%
Brand Application
Every brand touch point was carefully designed to maintain consistency of brand elements across all vehicles and channels.
Sub brands
A two-word strategy with sophisticated colors was adopted to name and identify the sub-brands where the name 'Ghreiwati' was followed by the brand's area of expertise.
The Website
We developed a clean, responsive and rich-content website to appeal and trigger an action from the target audience.
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