AOG rebrand

Clever ideas for clever investors

Our challenge was to create an identity system that would stretch from a real estate brochure in the US to a petrol station in Tanzania. The Addax and Oryx Group is a Swiss organisation, growing with three core business portfolios: energy, real estate and capital investment. The group was looking to rebrand itself, its business portfolios and its individual businesses.

We developed a singularly striking identity system that would easily adapt across all their different businesses. In homage to the company’s original branding symbol, we created a bespoke stencil typeface. It neatly applies across all portfolios and businesses. Which, in turn, helped us develop the brand architecture while giving us flexibility in messages and images. This consistent yet adaptable look and feel is applied to everything from brochures and petrol stations to tankers and websites, amplifying the brand at every opportunity.