Bahrain is a fast developing West Asian nation with a strong property sector. Edamah, the real estate arm of Bahrain’s Sovereign Wealth Fund, is a leading developer.
Real estate is a highly competitive market in Bahrain. To compete, Edamah needed an international quality brand. The existing brand featured buildings, expressing a narrow focus. Edamah is Arabic for ‘enduring’ and the firm prides itself on creating ‘catalytic development’ – projects spurring third parties to develop downstream projects.
A creative power in Bahrain, Edamah created many landmarks which impacted how citizens live and how the Kingdom is perceived. The existing ‘construction’ perception didn’t express the brand’s creative soul and Edamah didn’t see themselves as a ‘creative firm’.
Workshops uncovered the purpose and a picture of a collaborative and creative brand emerged. Core to Edamah’s DNA is creative advocacy. This essence had to be a perception cornerstone. We reimagined Edamah as ‘creative sponsors’, collaboratively transforming the built environment. The identity expressed an inner creative spirit of a serious firm driving positive transformation.
The brand purpose is of ‘Contributing to a Greater Cause’, this influenced the vision; ‘To inspire remarkable development’ and values ‘Empathy’, ‘Dedication’ and ‘Imagination’. The brand promised ‘To create destinations that inspire positive progress’ via a positioning of ‘Inspiring Transformational Development’.
Edamah’s ‘enduring’ quality is expressed in an icon comprised of 2 upper case ‘E’s, in rotational symmetry. The phrase ‘catalytic development’ is expressed as a set of concentric circles that emanate in transformational waves. Red expresses creative impact; the brand is an agent of change.
Edamah’s leading real estate developers position is now being established. The Board of Directors and Management agree the perception of a ‘sponsor of creativity’ has been noted inside and out.