Inhabit was approached by UAE-based advertising agency, Expression, to create the visual brand for their client Accuro, a specialist support service provider operating from Dubai with particular experience servicing the healthcare, corporate and offshore industries.
Accuro differentiates itself from close competitors through its intimate industry knowledge. It was this point of difference that became the influencing factor in the brand development activities and our sub-brand strategy.
We formed statements based on the company’s three primary values. From here, three brand directions were proposed, each containing the essence of the full statement: “We take care of everything, we do it better than anyone else, because we are proud to work by your side.”
The first part of the sentence suggests the service-led ethos, the second indicates it is challenger-led, and the third reinforces its partnership-led approach.
The ‘challenger’ position, being the most energetic and colourful of the three, was chosen as the platform for positioning the company as young and strong, enabling them to present a fresh and engaging face to the market.
The success of the visual identity led to further creative development for Accuro. Their corporate, healthcare and offshore services sub-brand websites are consistent in their expression of the new brand; their literature has been designed to reflect this too.