Case study

Tadbir Economic Development Group

The Tadbir Group brand renewal: refreshing the brand of a holding group with around 100 companies, and giving it the tools to stay coherent.

ClientTadbir Economic Development Group

SectorMulti-business holding groups

The challenge

Tadbir Economic Development Group is a large holding group active in oil and energy, telecommunications, pharmaceuticals, agriculture, industry and construction, with around 100 subsidiary companies and organizations. A project on this scale needed particular attention to the group’s brand architecture and portfolio.

Our approach

The first phase renewed the brand and updated the group’s visual identity, with a concept that is fully Iranian in character yet stands on its own. Because consistency across the group and its subsidiaries mattered so much, we then wrote a series of brand guideline books with more than 20 chapters, and gave the specialist holdings and subsidiaries access to a portal holding the latest version of every chapter. The group website was redesigned and its architecture rewritten in sessions with the PR working group, using the new identity throughout the user experience and interface. Every subsidiary and holding was reviewed several times, with an update plan for each based on the new architecture. Finally, we designed a brand monitoring system for the whole group: periodic reviews feed a management dashboard that shows senior leaders how each company is building its brand, so the group can make the most of the brand equity and intangible assets of its companies.