The diversity and wide geography within which the company operates led to disparity. FITCH was approached to review the brand from corporate level down to individual consumer and retail brands, and to develop a unifying and aspirational brand language clarifying the interrelationship of the various stakeholders to their target audiences, both internally and externally.
Founded in 1992 by its President, Majid Al Futtaim, the Group was created to bring the first regional shopping mall to the Middle East. The company has since developed its leadership in shopping malls, hotels, leisure and entertainment, real estate and food retail business and is one of the largest private conglomerates in the UAE, with multiple operations and varied projects within these divisions.
The result is a monolithic brand language with clear and powerful relationships and endorsement systems demonstrated in a comprehensive online Visual Standards Guide.