etisalat by e& identity refresh

Four months after the group rebrand, the UAE telecoms operator itself became etisalat by e&, keeping the Etisalat name it had carried since 1976 while signalling the shift to a digital telco. Group CEO Hatem Dowidar and Etisalat UAE CEO Masood M. Sharif Mahmood fronted the announcement.

The brief

Etisalat's UAE customers, as the operator aligned with its parent's new e& identity.

The idea

Four months on from the parent's rebrand, the UAE operator turned into 'etisalat by e&', keeping the Etisalat name used since 1976 while signalling its move to a digital telco.

What to borrow

Keeping a familiar operating name under a new parent mark lets a group modernise without discarding local equity.

Brand	e&
Agency	Not named on the source
Talent	Not named
Channels	digital, OOH
Source	Khaleej Times