Reinvigorating a famous Indian brand

Founded in 1969, Essar is a huge Indian conglomerate with a workforce in the tens of thousands operating across multiple sectors including steel, infrastructure, and oil production and distribution.

As the group began to consider further expansion, including moving into new geographies, the company engaged Start Design to create a new positioning for the entire group, revolving around the core idea of ‘Unity, Positivity and Personality’.
The positioning is reflected in a distinctive brand identity and brand architecture that connects Essar’s various businesses and gives the company the confidence to plan a bright future.
The final part of the project was to create detailed brand guidelines, ensuring that the new brand identity would be applied clearly and consistently across multiple touchpoints from service stations to print collateral and multiple digital applications.