Visionary industrialist and philanthropist, Faizal Kottikollon established KEF HOLDINGS in the UAE in early 2000. The KEF HOLDINGS identity is a brand evolution from their previous identity, a flat blue square with the three letters K E F reversed out. The new identity illustrates KEF as a multi-faceted company, with a promise to building a better tomorrow through its various initiatives. The verticals are all new identities and take their inspiration from the diagonal lines found in the KEF HOLDINGS brand identity, linking the HOLDINGS with its subsidiaries. This project, including all creative, brand positioning and copywriting, was developed for BRANDTERMINUS Dubai.