7X (Emirates Post Group) - 7X: For a World in Motion

Brief:

Emirates Post Group Company (EPG) is a Public Joint Stock Company under the Emirates Investment Authority (EIA) that operates as a commercial entity across the seven emirates. EPG manages its postal operational division, Emirates Post, alongside FINTX, its fintech arm, and its digital solutions provider, EDC, among others.

Recognizing the significant interdependence of trade, transport, and logistics, Emirates Post Group partnered with Brand Lounge to transform its legacy brand. Our objective was to rebrand and create a new identity for EPG. This strategic collaboration led to the emergence of the new brand identity, 7X, with a renewed purpose of driving trade, transport, and logistics to new heights while confidently navigating the future.

Our goal was clear: to differentiate 7X in a manner that honors its heritage as Emirates Post Group while positioning it for a future where it owns and incubates subsidiaries across various industries, anticipating technological evolution and fostering a culture of continuous progress and innovation.

Differentiation:

Through our co-creation approach, we engaged closely with key stakeholders to explore the essence of 7X, understanding its past, present, and future aspirations. This collaborative effort included extensive workshops with 7X leadership and relevant partners, ensuring alignment on objectives and expected outcomes.

By positioning 7X with the purpose of “Incubating a network of solutions in Trade, Transport, and Logistics to enable a world in motion,” we developed a brand strategy and identity that is both industry-relevant and culturally aligned, yet distinct enough to stand proudly as a product of the powerful vision of the UAE.

We aimed to convey a robust ecosystem that nurtures innovation, collaboration, and progress within these vital sectors. Consequently, 7X is positioned as a future-proof ecosystem that fosters socio-economic development, promotes global connectivity, and supports the success of partners and stakeholders—enabling a world in motion.