Dubai, United Arab Emirates: Following a multi-way international pitch, Kinetic Brands has been appointed to deliver the new brand strategy, identity and website for a new unrivalled super-regional IP firm servicing and managing the intellectual property (IP) portfolios for some of the world’s leading brands across the Middle East, North Africa, Eastern Europe, and Central Asia.

Kinetic Brands will work with Gulf Capital, one of the largest and most active private equity firms based in Dubai, as well as the newly formed leadership team from the merged firms, CWB Group and PETOŠEVIĆ Group to define and craft the brand strategy, design implementation and transition of the new identity across all touchpoints including digital platforms.

The new flagship brand will see the merged entity take a unique position to provide clients with the full suite of IP services across the 52 countries it is set to operate in.

Halim Shehadeh, the newly appointed Group CEO for the merged firms, said: “The appointment of Kinetic Brands followed a rigorous pitch process amongst local and global agencies. Kinetic was successfully appointed due to their deep expertise and senior advisory and delivery team. As we move through the early stages of the project, we are very happy with our choice and look forward to announcing the new brand shortly”.

Hannah Powlesland, Founder of Kinetic Brands, said: “We are delighted to have been appointed to deliver this important project for Gulf Capital, CWB and PETOŠEVIĆ. It is a significant win for the agency having started our operations in 2020 and is testament to the strong experience our senior Kinetic consultants hold”.

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About Kinetic Brands

Kinetic Brands is an independent brand and digital experience consultancy led by award-winning creative and strategic minds, with strategic creative experience and agility needed to help business leaders keep their brand moving forward. Our belief is that every business needs momentum and agility, especially in today’s uncertain times. Kinetic partners with brands to define and design world class brand and digital experiences to drive growth, increase return on investment and build value for clients.

For more information please visit www.kinetic-brands.com
Or contact hannah.powlesland@kinetic-brands.com

About Gulf Capital

Gulf Capital is a leading, thematic driven private equity firm with over sixteen years of investment experience from the GCC to South and Southeast Asia, one of the fastest growing investment corridors in the world today. Gulf Capital partners with dynamic entrepreneurs and exceptional management teams to provide them with growth capital, strategic advice, and operational expertise to build market leading global businesses. The Firm has a long and proven track record of investing in Growth Markets, having closed 38 investments since inception. It currently manages over $2.4 billion in assets across seven funds and investment vehicles. As a thematic investor, Gulf Capital focuses on resilient, forward-looking sectors such as Technology and Fintech, Healthcare, Business Services, Consumer and Sustainability. Its mission is to build value with world-class governance and ESG best practices, deep focus on operational improvements and sectoral expertise to generate sustainable and superior performance for its key stakeholders. www.gulfcapital.com

About CWB Group

The CWB Group is a leading regional legal services consultancy that provides intellectual property services through its seven offices and member firms in the Middle East and North Africa (MENA) region. It has over 92 employees across its offices and covers 22 countries throughout the Middle East and North Africa. CWB counsels clients ranging from entrepreneurial start-ups to multinational corporations and assists them in implementing solutions to obtain, manage, protect, enforce, and commercialise their intellectual property.  CWB’s teams manage, protect and enforce IP rights for clients across a section of industries, including oil & gas, media, technology, transportation, entertainment, consumer electronics, tobacco, pharmaceuticals, confectionery, FMCG, property development, luxury fashion and cosmetics. www.cwblegal.com

About PETOŠEVIĆ Group

The PETOŠEVIĆ Group is a leading IP service provider developing since their inception in Eastern Europe in the 1960s. The Group has over 130 employees and consists of fourteen physical offices under the centralised ownership of a governing entity in Luxembourg. PETOŠEVIĆ operates with a focus on 30 countries in Eastern Europe and Central Asia, in many of them through offices of their own. PETOŠEVIĆ works with some of the world’s most recognised brand owners and offers IP rights portfolio management services and all related IP services aimed at acquisition and protection of existing IP rights, from simple prosecution, all the way to complex litigation. www.petosevic.com