Client
Majid Al Futtaim
Year
2026
Service
Brand & Communication
In short
Majid Al Futtaim runs malls, hotels, communities, grocery, lifestyle brands and entertainment across the region. They needed one picture of the whole family that an external partner could understand at a glance. We built a brand universe: MAF at the centre, the SHARE rewards app at its core, every brand on concentric arcs.
Strategy
An ecosystem, not an org chart.
Action
A "sun and rays" brand universe, reorganised in September 2026 around customer-facing categories.
editions: January and September 2026
formats: print, PDF, PNG, editable PowerPoint
How we worked
01
Brief
One picture of the whole MAF family that a partner understands at a glance.
02
Concept
A "sun and rays" universe: MAF at the centre, SHARE at the core, brands on concentric arcs.
03
Design
Each category crowned by a custom illustrated icon.
04
Evolve
September 2026: customer-facing categories, sub-categories added, the crowded right side rebalanced, updated MAF lockups.
05
Deliver
Print-ready hi-res, PDF, PNG and an editable PowerPoint, so the client can keep it current.
The story
An ecosystem, not an org chart.
Every time a brand joined, the picture got harder to balance. The answer was a structure built around how customers meet the brands, not how the company is organised.
Built to stay current.
The January 2026 edition followed internal business units. By September it had moved to the categories customers recognise: Grocery Retail, Lifestyle Brands, Shopping Malls, Hospitality, Community Destinations and Entertainment Experiences.
One universe, built to grow as the family does.
GOMBOC
Brand Architecture · Information Design · Illustration · Print & Digital Delivery
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