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AESG operates across the UAE, UK, Saudi Arabia, Singapore, South Africa, Australia, and Egypt. As the consultancy sought to align its brand with its mission around sustainability and performance in the built environment, Jpd provided the strategic and creative direction to make it coherent at every scale.
AESG is a multidisciplinary consultancy, engineering, and advisory firm working across six departments in seven countries. As the business grew and its reputation as a sustainability-led practice deepened, its visual identity had not kept pace. The brief was to create a brand that could embody the company's values — sustainability, innovation, and performance in the built environment — while working coherently across the full range of environments and communications channels in which AESG operates globally. The identity needed to feel confident and distinctive without losing the alignment with the established brand that AESG's clients and partners already recognised.
Jpd worked closely with AESG's leadership through a structured process of immersion workshops and strategic brand development. The positioning was aligned with the company's mission to deliver exceptional performance in the built environment — creating a foundation for all subsequent creative decisions. A refined logo and new supergraphic system were developed, the graphic language designed to evoke energy, sustainability, and the forces of nature in the built environment. The system was built for legibility and flexibility across digital, print, and environmental applications across all seven markets. A comprehensive digital experience completed the brand's presence.
The brand uplift was received strongly by AESG's clients and industry peers. The new identity provided the credibility and coherence needed to support the company's continued international expansion, directly strengthening its marketing position across the architecture, engineering, and construction sector. AESG subsequently expanded into new geographies with a brand that could hold its authority in every market.
