United Printing & Publishing (UPP), an Abu Dhabi-based company renowned for commercial printing, sought to reposition itself to highlight its new focus on security printing and sustainable packaging.
Our task was to rebrand UPP from a print house brand to a HoldCo brand, reflecting its transformation into an integrated services company.
Strategic
As we undertook the brand audit, one thing became immediately clear: in an ever-evolving world, where technologies, processes, and expectations change rapidly, companies are increasingly seeking business partners who are adaptive, agile, and prioritise innovation—helping them stay ahead and go further. Building on this insight, which aligned with UPP’s strengths across its diverse offerings of security printing, sustainable packaging, and commercial printing, we crafted the new brand essence: Confidence in Tomorrow—a powerful statement to encapsulate UPP’s commitment to meeting customer needs, regardless of what the future holds.
To underpin the rebrand, UPP needed a new name—one that reflected the organisation’s strong ties to the UAE while equally capturing its international outlook. Consequently, we named the company ‘E7 Group,’ a name that reflects the UAE’s seven emirates, yet is abstract enough to resonate with a broader international audience.
To strengthen the new HoldCo brand, we developed a monolithic brand architecture where the Group’s brand positioning and name led the subsidiaries’ brand strategy, name and design.
Creative Solution
E7 Group’s brand signature is designed to highlight the seamless integration of ‘E’ and ‘7 to symbolise the harmony between the diverse services that came together to form a Holco—elements uniting to create a sense of completeness.
A vibrant color palette distinguishes this new integrated services brand, setting it apart from competitors and appealing to both regional and international audiences. In line with a monolithic brand system, each business unit’s identity follows the group’s design but incorporates a distinct color to differentiate the various offerings.
An expertly crafted graphic language brings the brand identity to life across its various digital and print collateral, specifically the corporate website and business units’ microsites.
Reception
E7 Group is a now publicly listed company on the Abu Dhabi Stock Exchange (ADX). The successful rebrand continues to strengthen the organisation’s position as an integrated services provider among its diverse and expanding customer base, which includes governments, enterprises, and financial institutions across the Middle East, Central and South Asia, Europe, and South America.
Project Summary
- Brand Strategy
- Brand Audit
- Brand Workshops
- Brand Strategy
- Brand Positioning
- Brand Naming
- Brand Expression
- Brand Identity
- Visual Tone of Voice
- Brand Experience
- Brand Communications Suite
- Print Applications Design
- Brand Environment
- Brand Management
- Brand Guidelines
- Brand Launch
