The Local Content and Government Procurement Authority is responsible for content monitoring and ensuring effective implementation of local content requirements and supporting demand on local goods. The challenge was to build a brand that seeks to develop local content in all its components at the level of the national economy, improve the effort of government procurements and follow-up in accordance with applicable regulations and laws

With the brand promise of “Bridging Potential”, we articulated the core role of the entity. This was supported by a deeper purpose statement “Nurturing Local Potential for Sustainable Prosperity”, which outlined the entity’s higher order of existence. We defined the core internal culture, supported by values of innovation, diligence, patriotism and collaboration, and outlined the key desired behaviors for each value. The corporate transformation also included a redesign of the logo, along with a new brand narrative to support the new brand identity.