Visual Identity of the Year
The story behind our Visual Identity of the Year
The Al Nooh rebrand design provides a wholly-new face for a family business steeped in tradition and history. The firm has been in business since 1952 with 3 generations contributing to the management of the company. The company has grown from its core competency in supply of building materials to wood design and a broader capability covering other core areas of construction. Now the business handles steel, fencing, fabrication, wood working and general construction materials. As well as its competencies in materials handling and craft, it has a growing building supplies business including the sale and maintenance of building tools.
The construction and building supplies sector has seen rapid growth in Bahrain. Fuelled by a burgeoning real estate industry, the sector has spawned many new entrants in the business. The competition for Al Nooh has seen the market grow and due to many internal factors, prevented a unified brand voice from being presented to the market.
As the business grew, it added more and more logos to its collection which created a more difficult to manage brand identity. While all the units were united in some part by visual and literal properties such as the Al Nooh name and signature Teal Green colour, there was little else to support integration of the business units. The firm also lacked a strategy for the brand, hence the strategic rebrand briefing.
The company had grown in sophistication which caused a shift of focus from marketing the brand to predominantly a sales driven organization. The firm had minimal strategic brand strategy and lacked visual identity principles or guidelines to control the application of the identity or to create uniquely branded communications. This caused a deficiency in the unity of messaging and the building of a singular perception.
The strategic rebrand saw market research into investor, family and customer perception. One to one interviews with directors, business unit managers, the board of directors and key family members also took place. A new strategic framework including a new vision, values, positioning and essence were created, along a simplified brand architecture and group nomenclature.
As well as winning some international awards, the company has united around a new brand persona and rallied to the new vision. Brand perception has also increased amongst employees, suppliers and customers alike.