DESIGN - UEM LESTRA
UEM Lestra Brand Development
Established in 2023, UEM Lestra - a wholly-owned subsidiary of UEM Group, was created to support and develop Malaysia's green industries from renewable energy, industrial decarbonisation, waste management to green infrastructure and transportation by creating and nurturing domestic champions and initiatives that drive the nation's decarbonisation agenda and achieving net zero carbon emission by 2050.
REED pitched, won and was appointed to the naming project for the then NewCo. The name Lestra was derived and inspired from the Bahasa Melayu word, “Lestari” which means “sustainable”. To the REED project team, the name Lestra felt simple and strong with a clear alignment to the company's core business.
REED has since developed UEM Lestra’s brand positioning ‘For the future we live in’ conveying their purpose while ensuring a level of alignment with the mother-brand’s stand of ‘The future in our hands’.
