OVERVIEW

SENAAT is one of the UAE’s largest industrial investment holding companies, mandated by the Abu Dhabi government to create, optimise, promote and champion capital-intensive assets with the goal of growth and development in the industrial sector in the UAE. The SENAAT conglomerate is made up of a number of unique organisations, all with their own distinctive identities. SENAAT engaged The Brand Theatre to create and deliver a tailored internal branding program designed to establish an understanding of the overarching brand, institutionalise individual and business roles and lastly, translate values into behaviours across the whole of SENAAT. The project resulted in the broad internalisation of the five C’s, Clarity, Commitment, Connection, Consistency and Champion across the entire business while establishing a practical approach in delivering the brand values across all touch points.