In July 2023, UEM Group, a wholly-owned subsidiary and the green investment platform of Khazanah Nasional, announced that it will be taking a proactive approach to further develop green industries in the country with the aim of creating green domestic champions, driving Malaysia’s decarbonisation agenda, and create high quality employment opportunities for Malaysians.

This foray into green industries is led by its wholly-owned subsidiary, UEM Lestra Berhad. UEM Lestra, whose name is derived from the Bahasa Melayu word, “Lestari” which means “sustainable”.

UEM Lestra’s name was created and proposed by REED as part of a two-part rebranding pitch exercise conducted by UEM Group in 2023. The pitch also includes the a brand refresh of UEM Group.

REED was awarded the privilege of naming UEM Lestra as well as develop the brand refresh of UEM Group.

“We’re really honoured to have played a small part in a significant step in Malaysia’s green initiatives to battle climate change. Being involved in the naming and branding process of UEM Lestra is very, very special for us at REED.” - Emy, Art Director at REED.