Solutions+

Founded in 2014, Mubadala Business Services had become a vital part of the Mubadala Group, supporting its portfolio companies with services ranging across Digital, Finance, Integrated Facilities Management, Procurement and Human Resources.

The business was everything it should be. Efficient and effective, pioneering and professional. But it was also somewhat hidden and behind-the-scenes – appreciated, but perhaps not truly valued. And – with long-term ambitions to also ultimately expand outside the Group, as well as support its plans to grow into sports and entertainment facilities – they came to KNOW with a simple request: how could this change?

Our role was to change perceptions. We moved the company from talking about ‘Services’, to talking about ‘Solutions’ – and to focusing on impact, value and benefit, and partnership and mutual success.

As well as changing what the company says, we also changed the way it looks. By making them more dynamic, contemporary and unique, our new brand visually embodies the message of impact, cutting-edge clarity and simplicity.

Following a succession of interviews with stakeholders across Mubadala’s network, a series of workshops, and close collaboration with the BMS leadership team, we developed the core strategic foundation. This fresh value proposition focused on the impact the company delivers to its business partners, and pivoted them from ‘what we do’ into ‘what it means’.

Using statistics and impactful and meaningful narratives, we then distilled this into a brand idea of cutting-edge clarity and simplicity.

Simplicity was also reflected in the name SOLUTIONS+. The result of an exhaustive name generation exercise, this name reflected both the change of focus (from services to solutions), and – in the + symbol – also hinted at the ‘upgrade’ and betterment the company creates.

Brand reveal

Given the wealth of materials required for further roll-out, KNOW also created a library and expanded open-source identity toolkit. This enables the brand’s owners to create assets quickly and easily within the main system, keeping things consistent and memorable, but with the flexibility to match their diverse range of offerings.

This includes a data visualisation and image library to set the scene and create the context for transformational conversations, and demonstrate the value that the company is driving to deliver. This approach also established the internal communications team as an influential force within the company, more empowered than ever before to oversee creative output.

For the look and feel, we produce a series of creative interpretations of the + symbol with our desired art direction. These visually-rich motion sequences and renderings, became the key feature of the visual identity, and gave it a presence that was seamlessly cross-platform and multi-sensory.

By changing the perspective and letting the viewer experience textures from different viewpoints, unique aesthetics are formed based around the same fundamental + shape.

Website

Social Media

Staff Environments

As an early execution, we also translated and applied the brand physically into a new office environment. This had the added value of internal activation: immersing and inspiring every individual, across all the company’s different departments.

Internal Launch Video

To help the company launch its new brand, we provided full organisation and management of two major events. These were an internal launch event, plus a VIP event at The Louvre Abu Dhabi.

Brand Launch Film