Batelco

Rebranding a Nation-defining Brand

Batelco Bahrain is the nation’s leading telecommunications company and part of Batelco Group, which operates throughout Bahrain, Egypt, India, Jordan, Kuwait, Saudi Arabia and Yemen.

In an orchestrated effort to enhance the company’s ability to innovate and grow in the face of increasing competition, Batelco Bahrain looked to reposition and redesign its brand.

A new strategy was created that draws upon the history of the company’s expertise and innovation to convey that Batelco is an integral part of Bahraini life and will continue to be so by enhancing customers’ every day.

In tandem with its new brand strategy, FutureBrand developed a modern brand identity and provocative design system a that strongly links the brand in color and symbol to Bahrain. More- over, the shape of the brandmark, which suggests an infinity sign, symbolizes Batelco’s ability and commitment to bring people and ideas together to improve lives in infinite ways – the notion that Batelco Bahrain is everywhere.

FutureBrand helped launch the new brand it Batelco employees and created extensive guidelines and implementation materials across print, digital and environmental channels. The result is a holistic brand that is articulated across major touchpoints, from the customer interface, the design of the shops to the employee experience and the company’s presence in social media. Included in this exercise was the creation and design of a new sonic brand for the company that will be used as the audio signature.