From regional company to global powerhouse
SABIC had been a successful regional petrochemical company. Rapid growth had seen them acquire a new, much larger, multinational workforce, spread across many nations and cultures. The challenge: to unite this new and extended entity into one strong, seamless global operation.
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Global brand implementation program
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Clear brand architecture, aligning joint ventures and allowing for new acquisitions
Online brand toolkit, containing all brand assets, guidelines and image library
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Comprehensive brand guidelines program
Global literature system
The solution
We worked in close collaboration with our SABIC key contacts to refine a clear, simple and distinctive essence of what was special about the company. Despite SABIC’s highly technical base, it quickly became clear that the solution, perhaps surprisingly, lay with people rather than technology. This, we established, was a company founded above all on long term relationships based on trust.
The result
That core truth became the heart of a comprehensive brand identity system that has united the worldwide organisation behind one core vision – ‘Sharing our futures’. The vision focussed efforts, propelling the company from 16,000 people to 33,000, and from profits of US$0.7 billion to US$5.86 billion, over just six years.
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