Ajeej Capital
Financial Services
Brand Strategy, Brand Identity Design, Brand Engagement, Brand Internal Communications, Brand Naming, Brand Research, Brand Packaging, Brand Portfolio Development, Brand Trademarking
Unifying a Purpose-Led Financial Services Group Through Strategic Brand Consultancy
Client
Ajeej Capital
An institutional investment group operating across public and private markets, with a conviction-led, purpose-driven approach focused on emerging economies and the Middle East.
The Challenge
Ajeej Capital brought together four established investment businesses — Ajeej Capital, ADGI (Abu Dhabi Global Investors), Amplify, and Cabrit — each with its own identity, market presence, and legacy.
As the group evolved, there was a clear need to realign these businesses under a single, coherent brand, creating clarity for investors, partners, and stakeholders, while preserving institutional credibility.
The challenge was strategic rather than cosmetic: to define a unified group identity, a clear capability structure, and a long-term brand platform appropriate for a growing financial services organisation based in the United Arab Emirates.
Our Role
Aeron Branding, an international brand consultancy operating extensively in the UAE, was engaged to reposition and unify Ajeej Capital as a single, purpose-led investment group.
Our role spanned:
The objective was to create a robust, future-proof brand foundation that could support ongoing digital communications and future marketing activity.
Brand Strategy & Positioning
At the heart of the work was a clear positioning theme:
Driving transformative impact.
This positioning expresses Ajeej Capital’s purpose-led approach to investing — unlocking shared opportunity and sustainable growth across emerging markets through conviction, discipline, and long-term capital allocation.
Rather than positioning Ajeej Capital as a conventional asset manager, the brand was designed to reflect its role as a long-term investment partner, aligning capital with meaningful opportunity across public and private markets.
Brand Architecture
A central element of the engagement was brand architecture.
Aeron developed a clear masterbrand structure, positioning Ajeej Capital as the group brand, supported by four aligned investment capabilities:
This structure brought four legacy businesses together into one holistic financial services group, providing clarity, consistency, and scalability as the business continues to grow.
Digital Brand, Website & Film
The new website marked the first public expression of the unified Ajeej Capital brand.
Designed as a long-term digital platform, it clearly articulates the group’s positioning, investment philosophy, and capabilities, while establishing strong foundations for SEO and future insight-led content.
Alongside the website, Aeron produced a 2–3 minute brand film, translating the positioning into a calm, considered narrative that reflects Ajeej Capital’s long-term mindset and purpose-led approach.
The Outcome
Ajeej Capital now presents itself as a single, purpose-led investment group, with clarity across public and private markets and a brand designed to evolve over time.
Services Delivered
About Aeron
We are Aeron, a London digital agency that specialises in business digital transformation, brand strategy and design. Our purpose is set on helping ambitious businesses thrive in today’s market place.
Based on fundamental insights, our London brand design consultancy is expert in helping organisations define their brand purpose; a clear, relevant, ownable and defendable territory – which delivers genuine value to customers.
With a reputation for linking brand and digital strategy and innovative design with clear financial outcomes, our London branding agency combines intelligent data, imaginative insight with inspiring creativity and transformative digital technology to deliver enduring growth.
