Designfit announces major re-brand
The firm has also announced key hires, including Glen Dyer as Design Director and Alice Inigo-Jones as Development & Strategy Director
Designfit has announced an extensive re-brand, which includes the launch of a new brand identity, including a new website, as well as brand principles that reflect the company’s values. With projects such as Bonbon Café Angelo Musa at The Lana, Nikki Beach, DIFC Courts, Dragonfly & Frou Frou in its portfolio, Designfit continues to innovate across the commercial, F&B, hospitality, retail and residential sectors, forward-thinking design, fit-out solutions, and a spirit of collaboration, the firm said in a statement.
As a member of Cencorp Group, founded in 1986, designfit has built a strong reputation since early 2022 in the UAE as an industry partner, with vision to become a market leader, setting the bar for holistic and sustainable end-to-end design and build solutions across the GCC, the statement explained.
Sustainability has always been an integral part of approach, and now forms a core pillar of the new brand identity and principles. As the portfolio expands, the firm’s goal is to identify new tactics to reduce environmental impact and align with local communities, incorporating locally sourced, renewable materials in every project. The brand identity has evolved from a monochromatic black-and-white look to a bolder, more youthful aesthetic that distinguishes from the market. This includes a fresh logo, a simple color palette and graphic shapes that bring a sense of character and playfulness, the firm said.
As part of its growth, the firm has also announced key hires, including Glen Dyer as Design Director and Alice Inigo-Jones as Development & Strategy Director. Dyer joined the company from Zebra Projects, where he designed spaces in over 50 countries around the world, while Inigo-Jones brings 12 years of industry experience from across Australia, London, the UAE and KSA.
“A shift to the design and build methodology was not a decision I took lightly, however after meeting with Stephen and hearing his vision for the business – establishing designfit as a respected name in the design sector – I felt certain this was the right opportunity. The current portfolio of projects we have on our books all lean towards the luxury market, so I am excited for what the future holds,” says Dyer.
Inigo-Jones adds, “I am delighted to join designfit to spearhead growth initiatives and drive strategic development, when I met with Stephen, I saw a company with not only solid financial backing from its parent company Cencorp Group, but a team with immense talent and drive, delivering exceptional projects for their clients. designfit’s core values and commitment towards delivering excellence aligns perfectly with my approach to projects and clients alike. It’s an exceptionally exciting time to join at such at a pivotal moment and contribute to its journey of growth and success.”
Speaking on the rebrand and designfit’s vision for the future, CEO Stephen McGuill explains, “The rebrand underscores our continued commitment to the evolution and maturing of the business, from the very first day our vision has been to provide a best-in-class service through a human-centric mantra reflecting values of excellence, integrity, sustainability and genuine relationships essential to our future success and growth.”
Recent company portfolio additions include office spaces for global architecture studio Arquitectonica, and engineering firms Robert Bird Group and Meinhardt. In KSA where the objective is to expand the presence in the coming years designfit have collaborated with pharmaceutical group Merck to open a new hub in Riyadh for its regional affairs and have a number of projects going live later in 2024.
