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In 2016, the Sultanate of Oman established its Vision 2040 to diversify and transform its economy to fuel long-term growth. Oman's logistics sector is one 
of the key pillars of the Vision and an essential driver of the country's future growth. Specifically, the sector is being counted on to capitalize on the country's strategic location on the Indian Ocean and Arabian Gulf axis, which creates accessible trade routes and fast transit times to some of the world's most attractive emerging markets. The Oman Global Logistics Group (OGLG) was established to spearhead the sector's development with two goals: to oversee the country's 17 government-owned logistics organizations and facilitate interactions between the government and the country's private sector logistics companies. A critical issue that emerged from the outset was a lack of understanding, particularly among the 17 government-owned entities, about the role of OGLG. This lack of clarity also had the potential to perpetuate a misperception that OGLG's role with government-owned organizations would be a conflict of interest for the private sector companies (and vice versa).


We were brought in to create a world-class brand for OGLG that would bring the logistics companies together, uplift the sector, and build a highly respected reputation for the organization—both within Oman and around the world.  After conducting research to gain an in-depth understanding of the Oman Vision 2040, the logistics sector and the need of each participating company, the best practices of global benchmark companies, and the perceptions and needs of the customers served by the logistics sector, we defined the brand around the idea, Aligning the Stars. This idea built on the Omani heritage as a leader in seafaring navigation to position OGLG as the sector leader. We then developed an evocative name for OGLG, Asyad, the masters of navigation. We developed a house of brands architecture to connect each of the Omani logistics companies while allowing each to use its own name. We then created a distinctive visual identity around the idea of a guiding star and a complementary brand voice and messaging system. We also designed and built the new Asyad website and developed a two-year communications plan to establish the new brand.

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