some group, formerly Layal Commercial Company and the local operator of the Korean company Shift, came to us with that problem: its brands were known across the Kingdom, the company behind them was not, and it needed room to expand and diversify. It was restructuring from a single company into a holding company with five subsidiaries across retail, technology, marketing and operations, with a presence in the United States, Japan and South Korea. A group and the holding company inside it are different entities, and collapsing them is the standard error in multi-entity identity. The holding company's logo ends up standing for everything, and within a year nobody can tell the parent from the business that shares its name. We designed the group's brand architecture and naming system around that distinction, aligned with its structure and business model. Then we developed the visual identity around one structure that every brand in the group shares.