Our insights uncovered some emerging themes which were very directional in terms of the brand we needed to create. As a start-up, they had a unique energy and entrepreneurial spirit we knew had to be bottled up and preserved. We also learned that AI isn’t something to fear but the next frontier of human progress, very much driven by Founder and CEO Peng Xiao.
Inventing a better everyday
At the core of the G42 brand platform is its purpose to invent a better everyday. A perfect balance of G42’s innovative approach to tech as well as its mission to apply its expertise to everyday life for the better.
We crafted a proposition to articulate G42’s value to clients and partners and the most fundamental element of the strategy was defining brand beliefs and behaviours. By articulating and codifying these elements into the brand platform we were able to capture the essence of G42 and help retain the best parts of an evolving culture to ensure the brand doesn’t stray too far from its purpose.
Most importantly, we defined the organising principles of the brand architecture to tell a story of impact, enabling G42 to cut across capabilities and industries to demonstrate the holistic value of its visionary AI and cloud expertise.