Challenge

After brand strength study was performed, it was found that the ministry of labor has quite a negative perception around it despite the amazing performance and satisfaction rate by its main products like Quwa and Musaned. Another major challenge was to deal with an overly expansive products, services and initiatives portfolio that overtook the attention and equity from the mother brand. There were also other serious functional challenges in identity usage, practicality and visual consistency.

Solution

Develop a comprehensive brand strategy that unifies the three ministries and aligns it with the newly revised business strategy towards a dynamic and enabled society, exceptional work environment and an attractive Saudi labor market. Also, revise and consolidate the products and services portfolio into a simple and functional brand architecture strategy that clearly transmitted the positive equity to the mother brand and govern sub-branding decision making with a clear decision tree that is future-ready. The identity was then evolved into a vibrant and modern version that brought the strategy to life and gave the brand a youthful and fresh start with customer experience and satisfaction as the main priority.