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Project Overview
One group, one architecture
Headquartered in Riyadh, Qoab Holding operates a multi-divisional construction portfolio defined by engineering excellence, with sub-companies working across different parts of the sector.
Groups like this accumulate brands rather than design them. Each division builds its own identity at a different time, for a different reason, usually by a different supplier. To the market the group looks like a set of unrelated businesses. To an investor it looks like a group that has not decided what it is.
Storm® was brought in to streamline the structure and bring the sub-companies under one identity, so the group's market position could actually work for it.
Project Details
Client
Qoab® Holding
Sector
Construction · Building Materials Distribution
Location
Riyadh, Saudi Arabia
Services
Brand Strategy · Brand Architecture · Brand Narrative · Content Creation & Copywriting · Brand Identity · Marketing Collateral · UX & UI Design · Website Development
Engagement
Website
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The Challenge
Structure before design
A holding group with unrelated division brands cannot use its own scale. Every division sells alone. The parent gets no credit for what its companies deliver, and the companies get no lift from the parent. Reputation stays trapped at the division that earned it.
The problem was architectural, not visual. Before anything could be drawn, the group had to decide what the parent stands for, what a division inherits, how far a division can differentiate, and what happens the next time Qoab acquires or launches something.
Without those rules, any new identity would drift back into the same fragmentation within two years.
WHAT WE DID
- Structured the transformation around one principle: quality without compromise
- Built the brand architecture defining the parent, the tiers and the rules between them
- Set the rule for how future divisions and acquisitions enter the system
- Wrote the group narrative and the content that carries it across divisions
- Designed the brand identity to hold industrial resilience and modern sophistication together
- Produced marketing collateral aligned across the group rather than per division
- Designed the UX and UI and developed the website as one digital ecosystem
- Aligned narrative, identity and digital so the group reads as one organisation
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Storm 4D Method®
From research to reality
1/4 Discover
Mapped the divisions, what each had built independently, and where the fragmentation was costing the group credit for its own work.
2/4 Define
Agreed the architecture and the governing principle first, including the rule for how future divisions enter the system.
3/4 Design
Designed the identity to carry engineering weight and contemporary confidence at the same time, across parent and divisions.
4/4 Deliver
Built the digital ecosystem and collateral on the same architecture, so the structure holds in market rather than only on paper.
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Scope of Work
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Client Testimonial
Eng. Hussam Mahayri
Managing Partner, QOAB Holding
