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Following a multi-way international pitch, Kinetic Brands, the independent brand and digital experience consultancy, has been appointed to deliver the new brand strategy, identity and website for a new unrivalled super-regional IP firm servicing and managing the intellectual property (IP) portfolios for some of the world’s leading brands across the Middle East, North Africa, Eastern Europe, and Central Asia.
Kinetic Brands will work with Gulf Capital, one of the largest and most active private equity firms based in Dubai, as well as the newly formed leadership team from the merged firms, CWB Group and PETOŠEVIĆ Group to define and craft the brand strategy, design implementation and transition of the new identity across all touchpoints including digital platforms.
The new flagship brand will see the merged entity take a unique position to provide clients with the full suite of IP services across the 52 countries it is set to operate in.
Halim Shehadeh, the newly appointed Group CEO for the merged firms, said: “The appointment of Kinetic Brands followed a rigorous pitch process amongst local and global agencies. Kinetic was successfully appointed due to their deep expertise and senior advisory and delivery team. As we move through the early stages of the project, we are very happy with our choice and look forward to announcing the new brand shortly”.
Hannah Powlesland, Founder of Kinetic Brands, said: “We are delighted to have been appointed to deliver this important project for Gulf Capital, CWB and PETOŠEVIĆ. It is a significant win for the agency having started our operations in 2020 and is testament to the strong experience our senior Kinetic consultants hold”.
