EMSTEEL, the UAE’s largest publicly listed steel and building materials company, which was previously referred to as Emirates Steel Arkan, has spoken to Campaign Middle East about the strategy behind its complete rebrand.
Part of a broader brand strategy to accelerate its operational transformation and extend its global presence, the new brand identity and operating model were officially launched at an event in Abu Dhabi attended by high-ranking dignitaries and more than 400 customers, partners and employees.
Speaking to Campaign Middle East, Eng. Saeed Ghumran Al Remeithi, Group CEO, EMSTEEL, said, “The unveiling of our new brand identity and operating model marks a milestone in our evolution, as the group forges ahead to support its customers and add value to its shareholders with a unified vision.”
Stakeholders involved in the EMSTEEL rebrand
EMSTEEL worked with strategic branding consultants, Bellwether, on developing visual guidelines that aimed to emphasise the group’s evolution into a champion of sustainability and innovation in the industrial sector.
“We also worked with event management company, Mamemo, on ensuring our event was a statement of excellence and grandeur while telling the brand story cohesively through aspirational videos,” Al Remeithi added.
Experiential marketing agency, Garage 366, was a supported the brand for its media buying initiatives. On the PR front, Weber Shandwick worked on crafting the right messages for the rebrand and promoting EMSTEEL’s milestones externally by securing media exposure.
Social media agency Digital Farm updated EMSTEEL’s digital assets in line with its rebrand while also maximising coverage of the event on our social media platforms.
He added, “Our new brand identity unlocks new opportunities for us, and carries us forward into a future full of opportunities for expansion, business growth and digital transformation. It represents our commitment to creating products, services and solutions to build a better world, in addition to driving global sustainability efforts in our sector through promoting a low-carbon supply chain in collaboration with our partners.”
Sustainability in brand, not just branding
Commenting on the impact of the rebrand internally and externally, Al Remeithi said, “We’ve made significant efforts during the past months to ensure that this transformation isn’t just about new colours or logos – it’s a reflection of our evolving approach to business and market engagement.”
Innovation and sustainability has been placed at the heart of EMSTEEL’s operational strategy, with the group stating that it is investing in cutting-edge technologies and practices. It has also committed to utilising clean energy in its operations, to bring advanced solutions to the market that prioritise safety, quality and efficiency while making low-carbon products the cornerstone of the business.
Al Remeithi said, “With shares of 11 per cent in Abu Dhabi’s manufacturing activity output and 60 per cent in the UAE’s steel market, the rebrand reinforces our commitment to reducing carbon emissions in alignment with the UAE’s Net Zero by 2050 strategic initiative, wherein the use of clean energy in our operations is at 80 per cent.”
“We will continue to promote innovation and sustainability-focused practices in all that we do, whilst focusing on achieving our long-term plans, promoting sustainable growth and reinforcing our role as a leader in the steel and building materials sectors,” he concluded.
