THE CHALLENGE

In 2022, Mubadala Petroleum shifted its business output from a gas-weighted portfolio to cleaner energy solutions. This business shift resulted in a 360 rebrand, inclusive of name, strategy, positioning, and visual expression.

THE SOLUTION

As Mubadala Energy, the award-winning, refreshed brand spoke to its progressive and innovative future goals, featuring a vibrant colour palette and dynamic and flexible visual language that truly allowed the company to embody its new positioning statement of ‘Energizing the Future.’ 

THE BRAND

The Mubadala Energy brand speaks to the story of transition into a more responsible and sustainable energy future whilst firmly embracing Mubadala’s rich heritage and gravitas within its market sector.

A transition symbol, evoking the fluidity and changing nature of the business is a strong, bold stamp of authority and presence for the brand, with an expressive visual language that allows it to flex across various touchpoints and environments.

THE LAUNCH EVENT

Held at the end of 2022 at Abu Dhabi’s iconic Emirates Palace, Mubadala Energy was unveiled to the world.

An immersive and engaging event space featured interactive touchpoints for guests to experience the refreshed brand tangibly, along with a keynote presentation and seminars, culminating in the debut of the hero brand film.

THE AWARDS

Mubadala Energy’s brand transformation was recognized at the Transform MENA Awards in 2023, taking home metals across the following categories:

• Gold: Best visual identity from the energy and utilities sector

• Bronze: Best brand evolution (business)