Al Mawarid Rebranding
- Storm Worldwide
Mawarid has 14 branches in the Kingdom of Saudi Arabia with alliances across the globe. It is important to convey that the organisation has strong roots within the country as well as its international ties which allow it to source the right talent as and when required. The brand therefore has been positioned as Local Source – Global Reach”.”
Al Mawarid has moved to a strategic approach with a minimal look, taking on a new symbol based on the Golden Ratio, also known as the Fibonacci sequence. In order to embody Mawarid’s core business of manpower recruitment and its desire to position itself as a professional organisation that would set it apart from its competition, a strong, simple, and clean visual message has been designed. The visual strategy incorporates the organisation’s core business in an appealing design for clients looking to hire, as well as people looking to be hired through a professional agency, locally and internationally.
I was tasked with the rebrand and interior design of the retail space, and the aim was to “humanise” Al Mawarid with a human centred design approach. Emphasis was put on each brand touch point, whether it be print, digital or the physical space incorporating architecture and interior design. This enables us to deliver the message and create an engaging brand experience for the audience and stakeholders. The new logo, with its human-centred approach, brighter colours and softer logotype will allow customers to connect with the brand on an emotional, rather than a logistical level.
A connected experience was designed across brand touchpoints in print, digital, interior and spatial design, signage, fleet graphics and motion design. This connected visual and verbal communication set the benchmark for the other competitors which they tried to imitate, making the Al Mawarid brand the leader in the segment. Also the branded interior with consistent visual approach built a trust amongst the candidates the they prefered to work under the Al Mawarid brand.
The strategy has been formed around the attributes of having the “right people with the right attitude and skills at the right time, which amounts to perfection”. The value of perfection is represented through the use of the Golden Ratio, which is the foundation of the entire rebranding exercise. The colour palette has been brightened up, with the icon appearing in an energetic yellow to reflect vibrancy, efficiency and zeal. The shades and tones of grey reflect trust, solidarity, assurance, and credence.