Mutahida is a global services group, operating in 18 countries throughout Asia Pacific, Middle East and Africa, Europe and the Americas, was undergoing a merge of several companies and required a new strategic direction to help them smoothly transition and communicate a new message, externally and internally. Keeping this in mind, the team at David & William had to ensure consistency in brand roll out across various suppliers and partners of the group, globally. The team performed an in-depth analysis of survey’s from company’s employees’, partners and customers, to identify the essence of the group, as well as understand any key gaps in corporate communication.