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| HLG |
| Creating a strong platform for pan GCC growth |
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BRIEF
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| To create a statement that reflects the company’s regional outlook, celebrates past success and determines a new future for the Group throughout the Middle East. This can be used to drive reconsideration of HLG within the market, attract new recruits as well as maintaining their existing talent base. |
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CHALLENGE
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| To achieve this the project would need to answer three significant challenges. One, the well documented difficulties within the construction market; two, reinforce the benefits of an organisation that utilised the strengths of two companies Habtoor Engineering and Leighton; three, position the company based on its track record of successfully completing complex projects (which range from buildings to dams and offshore oil facilities). |
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SOLUTION
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After a quantitative and qualitative analysis of employees and the market, a new positioning strategy was developed alongside a new set of company values. The new positioning focuses on the customer benefit of HLG’s ability to continually think of new, better, cost effective or more sophisticated construction techniques. This ensures the regions infrastructure not only serves its purpose but also supports the growth of GCC nations’. One of the first visible examples of the new strategy is the new identity. It represents a complete shift from the old, resolving one of the main challenges within the Group – the feeling of being two companies not one. The identity is designed to be implemented easily and swiftly from the start. The brandmark is strong, modern and stands out in the local market place, symbolising HLG’s new forward-looking attitude. The brand program will be rolled out over the GCC within the next twelve months.
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Summary of deliverables
- quantitative research
- workshop program

- brand strategy
- brand identity and look & feel
- brand applications design
- brand management
- guidelines
If you like to know more about our work, 
please email our Communication Manager Carolina Salas at:
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