IMI, a global privately-owned media group headquartered in the UAE, has unveiled a bold new identity.
Previously known as International Media Investments, the media group will now be known simply as ‘IMI’ and has introduced a sleek new logo that embodies its refreshed brand identity.
Centred around the power of ‘connection’, the new branding is designed to amplify IMI’s commitment to storytelling and meaningful content.
At the heart of IMI’s identity is its vision of "bringing the world closer using the power of stories to open minds, connect people, and enrich lives." This direction is said to reflect the group’s long-term goal of reshaping the media landscape to bridge gaps and foster greater understanding.
IMI’s refreshed portfolio features key verticals that form the foundation of its new brand architecture: IMI Network, which includes Sky News Arabia, The National, Al-Ain News, and CNN Business Arabic; IMI Studios, housing IMI’s Creative Services alongside a suite of award-winning international production houses behind well-known shows such as The Morning Show, Traitors, and Squid Games: The Challenge; IMI Live, dedicated to live entertainment experiences; IMI Ventures, focused on strategic investments; and IMI Media Academy, committed to fostering the next generation of media talent.
Through its numerous platforms and AI-led innovations, IMI aims “to create experiences that resonate, while breaking down barriers, celebrating diversity, and empowering audiences,” as the press statement reads.
“IMI’s new brand positioning marks a monumental milestone on the transformation journey we undertook a year ago. It is not just about aesthetics; it embodies a forward-looking mindset as we prepare to move to our new state-of-the-art headquarters on Yas Island,” says Rani R. Raad, CEO of IMI and President and Operating Partner of Redbird IMI.
“At the core of everything we do is our audience. Our new brand underscores our unwavering commitment to empowering people through stories that open minds, change views, and foster the connections that bring the world closer. With quality journalism and creativity as our driving force, supported by cutting-edge technologies and AI, IMI is shaping the future of media from the Middle East.”
Rania Masri, Chief Brand and Marcomms Officer, highlights, “Our new identity embodies our spirit of being human, optimistic, and empowering. Partnering with award-winning international brand and business consultancy Wiedemann Lampe, we have solidified our brand, reflecting our aspirations and ambitions for the future, exuding the confidence and ambition that defines IMI.”
Looking ahead, IMI states it will continue to drive innovation within the media space and unite talent and technology to explore new ways of content creation and storytelling. Its brand architecture comprises several strategic pillars.
IMI Network houses Sky News Arabia, The National, Al-Ain News, and CNN Business Arabic, and it also has interests in Euronews.
IMI Studios is the creative and production arm of IMI. Focused on crafting high-quality content that resonates with diverse audiences, its services include original programming, documentaries, and television programmes that are produced in-house or in collaboration with external content creators. The vertical also includes a portfolio of production studios as part of the group’s investment strategy, which include All3Media, Bright star Productions, EverWonder Studio, Hidden Pigeon Company, and Media Res. This year, the studios collectively achieved 5 Emmy wins and 25 nominations.
IMI Live is dedicated to real-time, interactive experiences. By offering live broadcasts, events, and conferences as well as providing a platform for live news coverage, panel discussions, and special event streaming, it provides audiences with direct access to events and stories as they unfold.
IMI Ventures is the investment-focused vertical of IMI. Committed to identifying and supporting the next generation of media innovations, it focuses on strategic acquisitions, partnerships, and funding new projects that align with IMI’s vision of a connected world. It continuously looks for opportunities to invest in emerging media technologies, content platforms, and innovative startups, and integrate them within the broader ecosystem of IMI. It includes Redbird IMI, a joint venture investment vehicle between IMI and Redbird Capital Partners focused on investing in leading media, sports, and entertainment companies.
Finally, the IMI Media Academy was recently launched, set to play a pivotal role in the region’s ever-evolving media landscape, equipping the next generation of journalists, executives, and content creators with the skills and knowledge they need to succeed and thrive. This vertical includes Sky News Arabia Academy and The National’s Graduate Training Programme.
