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Project Overview
A brand built to add divisions
TAFGO is a Saudi export house licensed by the Saudi Export Development Authority and aligned with Vision 2030 manufacturing and export targets.
The business spans electronics, pharmaceuticals, food, construction materials and home goods. Each of those sells to a different buyer, in a different market, against different competitors. An electronics importer in Europe and a pharmaceutical distributor in Africa share almost nothing except the supplier.
The business sits in a category where the buying decision is made by architects, consultants, contractors and procurement teams. These are technical buyers. They specify products long before anyone signs a purchase order, and they specify what they can evaluate. ProBuild had the product portfolio, the manufacturer relationships and the technical knowledge to win that specification stage. It had nothing that carried any of it into the room.
Storm® was engaged before the company had a name. The brief was to build something that could carry all five sectors credibly and keep carrying them as more were added.
Project Details
Client
TAFGO
Sector
Trade & Logistics
Location
Riyadh, Saudi Arabia
Services
Brand Strategy · Brand Architecture · Naming · Content Creation & Copywriting · Brand Identity · Brand Guidelines · Marketing Profile Design · Website Design · Website Development
Engagement
Website
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The Challenge
One name, five different buyers
A trading house that presents as a generalist convinces nobody. Buyers want a specialist in their category, and a company claiming equal expertise in pharmaceuticals and home goods invites doubt about both.
The opposite approach fails differently. Five separate brands means five sets of costs, five reputations to build, and no group-level credibility when TAFGO negotiates with an authority or a large manufacturer.
The answer had to be structural. A parent strong enough to carry export credibility and Vision 2030 alignment, with divisions specific enough to be taken seriously in their own category, and a rule that lets the sixth division launch without touching the first five.
WHAT WE DID
- Named the business before any identity work began
- Built the brand strategy around export credibility and Vision 2030 alignment
- Designed a sub-brand architecture that carries five sectors under one parent
- Set the rule that lets a new sector division launch without rebuilding the brand
- Wrote the content and messaging for each division and for the group
- Designed the brand identity and documented it in bilingual guidelines
- Produced a marketing profile structured for cross-sector buyers
- Designed and developed the bilingual website on the same architecture
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Storm 4D Method®
Storm 4D Method®
1/4 Discover
Reviewed the five sectors, the buyers behind each and the export authority context the business operates under.
2/4 Define
Named the company, then set the architecture: what the parent owns, what a division controls and how the next one enters.
3/4 Design
Designed the identity and bilingual system to hold across sectors that share no visual language of their own.
4/4 Deliver
Built the marketing profile and bilingual website on the architecture, so adding a division is a content task rather than a rebrand.
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Scope of Work
