UFC

WHAT WE DID

Brand Strategy Visual Identity Business System Brand Guidelines

CHALLENGE

Qatar’s United Development Company (UDC), a vertically integrated multi-national conglomerate, discovered an opportunity to organically expand their portfolio by entering into the world of fashion. UFC would function on multiple levels: 1. As the Middle East-based liaison/partner to existing global fashion brands that want to cement a presence in the region; 2. Purchase and run existing fashion brands; 3. Create new luxury fashion brands. Brandimage was faced with the challenge of strategically defining UFC both in context of the broader UDC portfolio, and within the world of fashion and luxury.

SOLUTION

We devised a positioning around UFC embodying “a new paradigm in luxury living” that took inspiration from the care and craft that are historically at the core of luxury goods. This idea of luxury living introduced the larger story of UFC working in concert with sister UDC companies in what we called “the UDC connoisseur portfolio” (consisting of companies living in the worlds of luxury fashion, hospitality, real estate, and marine, respectively). The UFC mark is based on the Arabian Horse, a sign of wealth and beauty. The horse can live as a 2D graphic, while maintaining 3D properties, and sits jewel-like within the elegant greyscale system.