7X rebrand

Emirates Post Group renamed its parent company 7X, a name it explained as the seven emirates joined to seven continents and seven seas. Emirates Post kept its own name as an operating entity alongside EMX, FINTX and EDC, and the new identity was launched as part of a five-year group strategy.

The brief

Global trade and logistics partners, as Emirates Post Group repositioned its parent company for international growth.

The idea

The group renamed its parent 7X, standing for the seven emirates reaching seven seas and seven continents, keeping Emirates Post, EMX, FINTX and EDC as operating brands under it.

What to borrow

Renaming the parent while keeping the familiar operating name protects public recognition and still signals a bigger ambition.