Milaha was previously known as Qatar Navigation, as the recipient of Qatar’s first commercial license the company started out as a shipping agency and expanded its holdings into a variety maritime and logistics and related industries.
We devised a brand architecture strategy that supported the creation of a synchronised customer centric organisation across current and future revenue streams. Created a cohesive organisational culture rooted in the brand values across divisions, companies and countries.
Changing the name was never part of the initial project but research uncovered that the existing name didn’t resonate with key audiences. So we explored different naming directions, the final name being ‘Milaha’. It’s a name that celebrates the company’s Arabic roots, clearly understood in Qatar and the region, easy to pronounce and also allows new meaning to be created in other languages. With its promise to deliver integrated, end-to-end solutions that simplify their clients’ international supply chains and mobilise their clients’ businesses, we created a bold new identity that communicates the positioning. More than a brand marque, it is a symbol of synchronisation – many parts working together as a whole.
We activated the brand through a variety of customer and employee touch points. This began with an internal communication campaign, supported by a brand building event and an employee brand handbook. Staff were introduced to the brand, the reasons for the change and what the change meant to them. This set the foundations for the day-to-day delivery of the brand promise. Finally we launched the brand with a launch event, corporate website, brochure and a national communication campaign.