Al Ghurair People & Culture Branding

Working with one of the largest family-run groups in the UAE, Formulate had a challenging brief to reposition the organisation’s HR department, making it more engaging and efficient across the entire group.


Encompassing over 30,000 staff and covering a huge range of diverse sectors including transport, retail, energy, construction, automotive, food, and property, the revision would need to be consistent with the business ethos of embracing every single member of the organisation and engaging with them, making the former HR department more approachable.

The key element of the project was to rename and reposition the organisation’s HR to a more amenable ‘People & Culture’ format. Formulate was asked to devise and manage the transition. Formulate’s task also included delivery of brand strategy and repositioning, including Tone of Voice guidelines that could be implemented across the entire group. This included examining and restructuring the HR Guides covering performance and frameworks, and giving the newly repositioned 'People & Culture' section of the group a more cohesive and inclusive model.

They were also asked to revise naming and straplines to keep the department’s message universal. Finally, they were asked to create a photoshoot of staff to be used throughout the organisation, giving the group a more ‘family’ feel.

The result was highly successful, and the client offered a testimonial demonstrating how Theo took charge of the project and delivered the results the organisation was looking for.


The project involved:

  • Branding & Logo Development
  • Stationery
  • Performance Guides
  • Launch Pack
  • Environmental Office Graphics
  • Event Collateral
  • Photography
Mockups Design

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