Milaha, and its brand agency Bellwether, were the biggest winners at the inaugural 2014 Transform MENA awards at a gala dinner held in Dubai’s JW Marriott Marquis hotel last week. Milaha took home four awards, by far the most by any company, including the prestigious “Best overall visual identity”. Bellwether won seven awards for its work on Milaha as well as other brands.
The awards have celebrated outstanding strategic rebranding in Europe for five years, but 2014 saw the awards launch globally to recognise work done by Middle Eastern and North African agencies and companies.
The awards recognised best practices in brand development with specific focus on strategy, design and implementation for existing and new brands. In partnership with Bellwether Brands, Milaha was awarded three golden butterfly trophies including ‘Best overall visual identity,’ ‘Best creative strategy,’ and ‘Best visual identity for the industrial sector’. The awards recognized the strategic rebrand of Qatar Navigation to Milaha, and the creation of a brand strategy and logo that represented Milaha’s global ambitions. Milaha also received a bronze butterfly trophy for “Best internal communication during a rebrand” for its work in rallying colleagues within the organization behind the new brand.
Milaha’s Chairman and Managing Director, H.E. Sheikh Ali bin Jassim Al-Thani, said “We are honored to receive this great recognition. I want to commend the efforts of our colleagues and partners who turned our ambitious vision into a visual identity behind which the entire group has rallied. The Milaha brand was created to be more responsive to dynamic, global markets, and to bring together our many capabilities and services with the aim of truly becoming a partner of choice to our customers. We set a course for renewed growth and it was only fitting that the company, and everyone in it, had a renewed identity.”
HE Sheikh Ali further added: “It is truly a welcome recognition to be in the company of so many of the region’s best known brands. It serves to authenticate the vision of the rebranding, brand positioning and brand transformation that Milaha undertook.”
Besides Milaha, other gold winners included du, Toyota (Al Futtaim Motors), Intel, Emirates RE, Mubadala, Abu Dhabi Commercial Bank and Dubai Airports.