2016 Winners & Shortlists

Brief Explanation

Jagal is a Nigerian conglomerate holding, operating energy businesses and managing a diverse portfolio of investments in energy and investment including exploration and production, oil and gas services and infrastructure, technology, real estate, construction and healthcare Founded in 1973 the company started in construction/real estate expending into healthcare. They further diversified to the energy sector developing partnerships with major operators international including. Jagal employs over 10,000 personnel across West Africa and is among Nigeria's leading energy companies, operating their own free-zone and fabrication and logistics shipyard. As a highly diversified corporate brand Jagal's audience embraces BtoB, BtoC and Bto-Community.

The Brief

The brief was to position Jagal away from its oil and gas heritage to better articulate its breadth and represent its values and mission, while developing a sound brand strategy with fluidity to accommodate future diversification.

How the final design was conceived

We followed our four-phase brand development process. We researched the market exploring competitors and international bench marks to establish the needs and wants of potential targets and the capability of competitors to satisfy these, the end product being a map of clearly defined opportunities. Our strategy development phase plotted the development that Jagal must go through to exploit the opportunities, defined the brand architecture and the brand using our brand model formula. The striking element was the partnership between investment and energy - two precious jewels that combine to create something even larger and more valuable. This provided the basis of our brief to design, which was synonymous with the brand strategy and articulated precisely the brand values and assets.

Indication of how successful the outcome was in the market

This was completed in September 2015 and rolled out in December. We managed the internal activation of the brand through specially created digital assets workshops and seminars, delegates to which were polled to reveal almost total buy-in. For the first time the large workforce were engaged. The external roll-out began in December and no results are yet available.