Formed in 1966, UEM Group is the infrastructure arm of Khazanah Nasional and is described as one of Malaysia's leading engineering-based infrastructure and services group. In 2023, it expanded its presence into green industries. Recently, an article in THE EDGE entitled 'Sleeping Giant, UEM Group Stirs' captured the essence of the developments within the group.

As a precursor to these developments, a pitch for UEM Group's brand refresh was called. REED won the pitch and the privilege of developing and delivering the brand refresh for UEM Group. This centred on developing the brand positioning and the brand voice - its look & feel and tone & manner.

“We saw an opportunity within the new developments taking place within the organisation to redefine what it stands for. The brand refresh capitalised on the fact that UEM Group continues to focus on nation building. We imagine this to be developing and contributing to the creation of a brighter future for all Malaysians. This thought is the foundation of our brand refresh for the UEM Group.” - Shaqriz, Lead, Brand Development & Design at REED.