An investments brand in line with the caliber of its investments


Part of the challenge for ONIDCO was to establish a new name with a befitting strategy and positioning.  The company name was deemed too long and the company brand architecture too complicated. ONIDCO needed a name and architecture that allowed potential investors to immediately understand the nature and essence of the Omani investment brand.

Accordingly, James Branding developed the new brand strategy, which led up to the new company name, ‘Tanmia’, the Arabic word for coming together, investing and trust

Creative Solution

Tanmia’s brand identity draws its distinction from regional heritage, whilst building on its individuality and value, thereby maintaining a consistent professional image while elevating its legacy. The identity is a modern treatment of arabesque shape/form: the divergent lines represent visual intelligence and internal investment, and the changing colours allow the brand to work as ‘living brand’ across its digital touch points.

The final result is an investment brand that is recognisable and relevant across the Gulf without being cold and impersonal, and instead is a close, arabesque brand that appeals to an international audience.


Tanmia manages assets valued at more than RO 147 million and with such a great stature in Oman, we wanted this to be clearly reflected in the brand identity and name. Thus, the identity portrays reliability and strength with it’s classic and timeless design, appealing to all stakeholders – for years to come.

Project Summary

  • Brand Strategy
  • Brand Workshop
  • Brand Strategy
  • Brand Positioning
  • Brand Architecture
  • Brand Naming
  • Brand Expression
  • Brand Identity
  • Visual Tone of Voice
  • Copywriting