Sidara

Sidara

Creating a Parent Brand to House a Global Portfolio of Leading Architecture & Engineering Brands

Context:

Dar Group, an international holding company of architecture, engineering, and construction brands (AEC) aimed to unite its house of specialist firms under one powerful parent brand.

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Problem:

As the AEC category consolidated, Dar Group needed a GTM brand that could bid on group-level RFPs. The key challenge, however, was to maintain the specialist nature of the Dar Group brands to preserve the deep domain expertise each brand within the portfolio had built over decades.

Solution:

Brand Invention / Positioning:

Invent the Sidara brand and position it as “The Home for Human Endeavor” to unite the portfolio of specialist brands around a common trait they all share. The name Sidara means “cedar” in Arabic, which pays homage to the company’s middle eastern roots.

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Brand Architecture

To enable maximum flexibility for the parent brand and operating companies, we developed established an endorser role for the Sidara brand which enables operating companies to sell as standalone entities in context where it is advantageous to do so, while also selling under the Sidara umbrella in context where scale and networks are a key driver for customers.

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Results:

+$140M increase in revenue since launch (+5.4%)

Gain in M&A activity with Sidara successfully acquiring major AEC brands through group-level proposition

The global brand strategy and identity system was embraced by the entire global organization and operating companies, unlocking next-level deal flow and revenue growth for the organization.

  • Drove group-level revenue for large-scale, complex deals
  • Positioned Sidara as an ideal parent company for key acquisition targets
  • Attracted key talent