The Abraaj Group
Communicating a new investment strategy online
Following a major acquisition and business restructure in 2012, leading private equity investor The Abraaj Group needed to communicate its investment strategy to the market. We were brought in as a communications partner to develop a new visual identity for the Group and to roll this out across all of its marketing materials – in print, in film and online through a new content-rich corporate website.
We conducted a comprehensive audit to bring together content under the new Group umbrella. Our priorities were to consolidate and simplify the business message and to provide a more consistent and intuitive user experience. Working closely with The Abraaj Group, we then developed a single, consistent tone of voice for the content. The new website allows the leadership team to tell the Group’s investment story in their own words.
Our design concept employs rich imagery to support the business’s key messages and puts The Abraaj Group’s people at the heart of the content. We also produced and edited more than 20 films for the website. A single content management system drives all content and features devolved authoring, ensuring that staff with different responsibilities can have tiered access.