Majid Al Futtaim

A Desert Oasis 

If you’ve ever been to the Middle East and visited a Carrefour Supermarket, a Vox Cinema, the Mall of the Emirates, world-famous Ski Dubai, you’ll have visited a Majid Al Futtaim (MAF) property. In fact the Group owns and operates 16 shopping malls, 11 hotels, 50 Hypermarkets and 47 Supermarkets, across more than 12 countries.

The problem: massive recognition for the multitude of subsidiary brands…zero for the parent brand. This lack of identity, knowledge and recognition contributed to an undervaluing perception of MAF – which is not just a highly innovative regional giant, but also a global one.

What was needed was a single, unifying brand identity, a brand system that would leverage Majid Al Futtaim’s status and association with every one of its subsidiary brands.

After months of research both in the company and with consumers, both qualitative and quantitative, a strategy was created and a brand vision and platform was created. Brand pillars were agreed on and from this strategy a strong identity arose that incorporated family and heritage, with innovation, discovery and excitement. The “M” – as envisioned in the Mall of the Emirates, became the glue that brought all the individual brands together and created the power of synergy. We used the “M” as a blank canvas for the individual brands to put their stamp on. By doing this we were able to infuse the brand values into 44 sub-brands!