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
Deem’s wordmark – a custom geometric sans serif type of lowercase rounded letters – is a symbol of empowerment that encourages customers to take control of their finances. Angled cut along the stem of ‘d’ and subtle shifts in the crossbar angles of ‘ee’ convey friendly balanced movement, tightened kerning of the letterforms instills a sense of approachability and the weight of the letterforms conveys assertive strength.
Deem’s ability to provide financial freedom is showcased in its photography style where people of various ethnicities are engaged in positive life experiences, and are shot in natural light.
The brand’s essence is also reflected in the branch environment where open spaces with minimal furnishing and a plant wall feature to evoke life and freedom.
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
Outcomes
The identity launched with the UAE’s first-ever SPAC listing.
Formerly United Printing & Publishing, E7 Group entered the
Abu Dhabi Securities Exchange having raised approximately
$300 million in growth capital, with ADQ as its largest shareholder.
As a listed company, E7 now trades under four divisions
Printing, Packaging, Security and Tawzea distribution.
Serving banking, government and telecom clients, with a market
capitalisation of roughly $600 million and a consistent
annual dividend to shareholders.
- 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
