I’ve been really inspired by the approach to state branding in the Middle East, where ambitious projects are blended with diplomatic cosiness. It makes you get curious about the details, at the very least.
I recently came across the rebranding of Bapco, Bahrain’s national oil company, shaped by the team of Interstate Creative Partners Matteo Di Iorio Simon Drake
They’ve developed a brand that balances international responsibility in sustaining generations with a distinct human touch.
It seems that the final ingredient sought after in recent years is human touch. Bapco now shows great ambitions, strong leadership and warmth. Brands of all kinds are incorporating the human touch. However, at first, seeing “ambition” and “human touch” stand closely together might seem rather rare, which piqued my curiosity!
What makes these two elements blend organically? Diving deeper, I found one interesting element that links ambition and human touch together — awareness. Great leadership thrives on awareness, and so does empathy.
Awareness isn’t just another trait; it’s how a brand sees itself and the world around. Is awareness simply strategy? They work together. I believe that awareness — centred on knowledge, understanding, and feelings — shapes strategy. While awareness is ongoing, strategy is structured and long-term. Being aware is more than a strategy; it’s the heartbeat of a well-rounded brand.