Interactive Group
Branding a Pakistani IT&C integrator’s pan-Asian growth around a single idea
Interactive Group is a leading Pakistani IT&C integrator, with a growing pan-Asian presence, which has expanded over the past 30 years from IT services to a wide array of cross-industry solutions in broadcasting, education, health, transportation, and the public sector.
The family-owned Interactive Group, steered by a visionary and highly-regarded leader, engaged Brandient for a more robust brand to support its ongoing expansion, confront new business challenges and competitive environments, and fully align the organization with its future trajectory.
The company’s core values are deeply rooted in its Islamic family heritage, emphasizing humility, respect, integrity, and the responsibility of leaders toward their team members. These are complemented by characteristics intrinsic to the technology sector: agility, dynamism, diversity, and complexity, together forming the organization’s value profile.
The business strategy, encapsulated in the acronym HOPE (Health Programs + Optimized Connectivity Projects + Public Sector Projects + Enterprise Multi-Sector Projects), was well understood within the company. Capitalizing on this shared understanding provided the unifying brand idea: "Fulfilling Hope." This concept also aligns with the company’s long-standing promise to "Solve pressing societal issues."
To give this idea a lasting, ownable form, Brandient created a proprietary symbol — the Pentacrescent: a five-crescent star drawn from the crescent of Pakistani national identity, the cultural root the company shares with the region it serves. Rendered in a reversible green-to-blue gradient, the mark unites the brand’s two value streams in a single sign — the green of its national and family heritage, the blue of the technology that carries it forward. Built out into a full visual-identity and corporate-identity system, it gave the family-owned integrator a robust, distinctive brand to lead its pan-Asian growth and to align the organization behind a shared idea. The work was recognized with a REBRAND 100 Merit and a Hiii BrandAwards nomination (2016).
Client:
Interactive Group
Industry:
Conglomerates and Brand-holdings; Technology and Telecom
Project type:
Rebranding — Brand Reconstruction
Year:
2014
Services:
Brand Audit; Brand Positioning; Logo and Visual Identity Program; Corporate ID Program; Digital Design; Communication Design; Brand Guidelines, Brand Name, Narratives and Voice.
Awards:
• Rebrand 100 Merit Award in 2015
• Hiii Professional ID Awards Nominee in 2015
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