Emirates Post Group Company (EPG) is a Public Joint Stock Company under the Emirates Investment Authority (EIA) operating as a commercial entity across the seven emirates. It manages and oversees its postal operational division- Emirates Post, FINTX, its fintech arm, its digital solution provider (EDC), and more.
Emirates Post Group recognized the significant interdependence of trade, transport, and logistics. To transform their existing legacy brand, they partnered with Brand Lounge. Our task was to rebrand and create a new identity for the Emirates Post Group. Our strategic approach and philosophy led to the birth of the new brand identity: 7X and its renewed purpose of driving trade, transport, and logistics to new heights and navigating the future with confidence.
Our goal was clear: differentiate 7X in a way that honored its heritage as the Emirates Post Group while advancing it into a future where it owned and incubated subsidiaries across its industries, anticipating technological evolution and leveraging a culture of constant progress and innovation.
Using our co-creation approach, we collaborated closely with key stakeholders to delve into the essence of 7X, understanding its past, present, and future aspirations. This collaborative effort involved extensive workshops with 7X leadership and relevant partners, aligning on objectives and expected outcomes.
By positioning 7X with the purpose of “Incubating a network of solutions in Trade, Transport and Logistics to enable a world in motion” we developed and designed a brand strategy and identity that was industry-relevant and culturally aligned yet differentiated enough to stand tall and proud as a product of the powerful vision of the UAE.
We aimed to communicate a robust ecosystem that nurtures innovation, collaboration, and progress in these vital sectors. Hence, 7X is positioned as a future-proof ecosystem that fosters socio-economic development, promotes global connectivity, and supports the success of partners and stakeholders, to enable a world in motion.
The 7X logo is a testament of their purpose. The angular typeface is bold and insinuates
acumen while the displacement in the letter X depicts forward motion.
This alpha-numeric wordmark sets the tone of the establishment of foresight and agility.
Drawn by the cascade of these Motions, we’ve crafted a visual identity that seamlessly melds aesthetics with motion. This identity pays homage to our sovereign roots while infusing a dash of innovation and artistic flair.
It forms a unique, unmistakable visual language that’s as dynamic and captivating as the ever-moving world we serve. This is evident through our unique take on graphics, typography and imagery.