AB Holdings is an ecosystem of diverse organisations, rooted in one shared purpose.

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AB Holdings is an ecosystem of diverse organisations, rooted in one shared purpose.

AB Holdings

BRAND | WEBSITE DESIGN | BRAND ASSETS

THE CHALLENGE:

Holding companies have a real job on their hands. Not only do they need to create a brand that expresses their own authentic identity, but the identities of their subsidiary brands too.

In other words, they need to hold a lot. And boy, did AB Holdings hold a hefty load. Security businesses, travel apps, energy consulting, risk analysis, recruitment and training, and more.

The challenge? Creating a cohesive brand that not only worked for the existing brands, but could flex to future ventures too.

THE SPARK:

We got searching for the common thread, and quickly discovered that AB Holdings’ wide breadth of businesses was far from unintentional. Instead, this is a business that purposefully strives to solve the world’s messiest problems by joining unexpected dots and overlapping sectors.

What sets them apart is their unique purpose: to foster cross-cultural and cross-sector collaboration. Enabling them to create impact and future-world solutions far beyond what each company could achieve individually.

THE RESULT:

What started as a metaphorical common thread quickly became a literal one. Our concept for AB Holdings became a neon green line, snaking through midnight blue. 

A green thread of progress, untangling knotty problems while pushing ahead to a brighter future.

A green stripe that puts sustainability – whether environmental, social, or commercial – at the heart of the business, despite the specifics of each endeavour. 

An electric green cable, connecting perspectives and plugging the world into hidden solutions. 

And, finally, a green stem, balancing rooted stability and heritage with the incessant impetus for new. 

AB Holdings: this is where opportunity grows.