JAT Holdings new corporate identity and positioning courtesy Michel Nugawela Designs
View(s):
Michel Nugawela
Michel Nugawela Designs has developed and created the new corporate identity and positioning for JAT Holdings. JAT Holdings, established in 1993 to provide paints, coatings and related products to industrial and retail customers in the building and construction industry, has over the past 23 years grown its portfolio to include global brand leaders such as Sayerlack, Crown Paints, Permoglaze, Norton, Armstrong, Herman Miller, and Alno. The design company said in a media statement that it was assigned in April 2015 to define and develop a new brand positioning in view of the group’s future ambitions and ongoing transition beyond its paints and coatings heritage.
In 2014/15, JAT posted 18 per cent revenue growth and 38 per cent net profit growth, further fuelling its impressive growth and penetration of regional markets in India, Pakistan, and Bangladesh, the statement said. “The brand had to be versatile enough to shape a cohesive end-to-end customer journey and explicit enough to bring unity to a broad portfolio of product and service brands operating in different categories and segments”, said Mr. Nugawela, explaining that by working with the Managing Director and senior leadership team over a period of 10 months, the design company identified the common thread that united the businesses and brands within the portfolio and created a brand story reflective of its growth ambitions.
Aelian Gunawardene
The rebrand culminates years of successful integration and formalises the synergies and connections shared by its member companies. The new and unified brand architecture aligns the company’s individual businesses and cross-selling opportunities around a single branded offering as a full-service strategic solutions provider that utilises design and construction to create and transform spaces in homes and offices. “The rebrand tells our customers and employees that we are united under one name, by one story, one look, and we are stronger for it,” noted Aelian Gunawardene, Managing Director, JAT Holdings.
“The inclusive process resulted in strong support from all stakeholder groups and a flawless introduction of the new brand, both in Sri Lanka and regionally. With our new positioning and identity, we are confident that each of our sectors, businesses, and brands will not just thrive, but together deliver consistent growth.” Michel Nugawela Designs has branded and repositioned many of Sri Lanka’s most renowned and respected brands, including Aitken Spence PLC, Hayleys PLC, Dipped Products PLC, Nations Trust Bank PLC, HNB Acuity, Heritance Hotels & Resorts, Lion Lager, Elephant House, and Carson Cumberbatch PLC’s regional palm oil businesses in Indonesia, Malaysia, Singapore, and India.