With minimal brand awareness inside or outside of the Kingdom and imminent direct competition from significant players in the aviation services arena, Honour were tasked to reposition the SGS brand within the local and global marketplace.

Following extensive competitor research, management interviews and creative workshops “Powered Around You” was developed as an overarching brand platform and a perfect analogy representing an SGS team made up of highly responsive, highly trained and focused individuals. By bringing employees from behind the scenes and putting them at the heart of the brand it provided the perfect mechanism to engage a workforce and promote the brand.

Brought to life with a dynamic visual style and bold single-minded use of colour, the new brand was perfectly placed to signify change, create real standout on the airport ramp and communicate the brands true vision and values to the world.