Nadi Creative Branding Group, based In Rockford, Il., recently launched a new brand strategy for SupplyCore Middle East, based in Riyadh, Saudi Arabia. After extensive brand research which examined current market perceptions and demands, Nadi developed a brand platform which included changing the name SupplyCore Middle East to Arwadh (“Oasis” in Arabic). Nadi designed a new visual brand identity consisting of the master brand, 4 division brands and 16 business units, each with its own identity. Once the brand identity was in place, Nadi designed a new corporate website (www.arwadh.com), brochures, trade show booths and other communication items. Arwadh is a service and solution provider of advanced technologies supporting critical infrastructure needs.