Belhasa Group of Companies is one of the oldest and most respected business conglomerates in the UAE. We refreshed the legacy brand by giving it a new vibrant, bold, and confident identity more in line with the current times. This was further strengthened by a strong brand positioning and architecture that acted as a platform to unify its diverse sub-brands. Be it the guidelines, stationery or the website, the brand’s contemporary look and feel was adapted almost instantly and complimented the Group’s modern futuristic vision.

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We created a customised wordmark along with a monogram that kept the essence of the brand’s well recognised brandmark intact.

We devised a brand architecture that was compatible with the Group’s diverse sub-brands and unified them under one consistent Group identity.

The new identity system was illustrated in a comprehensive set of guidelines that covered everything from stationery and signage to corporate gift items.