Client
Client
BA Holding Group
BA Holding Group
Industry
Industry
Comms. Services
Comms. Services
Duration
Duration
Jan 2025 > Dec 2025
Jan 2025 > Dec 2025
Rebuilding a Legacy for the Next Generation
Rebuilding a Legacy for the Next Generation
BA Holding Group (BAHG) operates a growing ecosystem of businesses spanning design, signage, hospitality, housing, charity, training, and digital services. With rapid expansion came the need for unified communication, clear structure, and a stronger internal culture that reflected the Group’s values and long-term vision.
BA Holding Group (BAHG) operates a growing ecosystem of businesses spanning design, signage, hospitality, housing, charity, training, and digital services. With rapid expansion came the need for unified communication, clear structure, and a stronger internal culture that reflected the Group’s values and long-term vision.
BA Holding Group (BAHG) operates a growing ecosystem of businesses spanning design, signage, hospitality, housing, charity, training, and digital services. With rapid expansion came the need for unified communication, clear structure, and a stronger internal culture that reflected the Group’s values and long-term vision.
The Story
The Story
The Story
The transformation of BABA ALI into BA Holding Group marks a defining moment in the company’s long-standing journey — a shift from a beloved family-born brand to a future-focused organisation built for scale, impact, and modernisation. While many groups rebrand by adopting global corporate cues, BA Holding Group stands apart by anchoring its identity in what has always made Baba Ali unique: its deep human legacy, its entrepreneurial soul, and its unwavering dedication to service. By honouring decades of history — from printing and signage, to digital, travel, real estate, philanthropy and beyond — the new brand carries forward the warmth, trust, and family values of Baba Ali, while reframing them into a powerful modern narrative. This evolution is built on the idea “Heritage that Moves Forward.” It merges nostalgia with ambition, creating an identity ready for the next decades of growth.
The transformation of BABA ALI into BA Holding Group marks a defining moment in the company’s long-standing journey — a shift from a beloved family-born brand to a future-focused organisation built for scale, impact, and modernisation. While many groups rebrand by adopting global corporate cues, BA Holding Group stands apart by anchoring its identity in what has always made Baba Ali unique: its deep human legacy, its entrepreneurial soul, and its unwavering dedication to service. By honouring decades of history — from printing and signage, to digital, travel, real estate, philanthropy and beyond — the new brand carries forward the warmth, trust, and family values of Baba Ali, while reframing them into a powerful modern narrative. This evolution is built on the idea “Heritage that Moves Forward.” It merges nostalgia with ambition, creating an identity ready for the next decades of growth.
The transformation of BABA ALI into BA Holding Group marks a defining moment in the company’s long-standing journey — a shift from a beloved family-born brand to a future-focused organisation built for scale, impact, and modernisation. While many groups rebrand by adopting global corporate cues, BA Holding Group stands apart by anchoring its identity in what has always made Baba Ali unique: its deep human legacy, its entrepreneurial soul, and its unwavering dedication to service. By honouring decades of history — from printing and signage, to digital, travel, real estate, philanthropy and beyond — the new brand carries forward the warmth, trust, and family values of Baba Ali, while reframing them into a powerful modern narrative. This evolution is built on the idea “Heritage that Moves Forward.” It merges nostalgia with ambition, creating an identity ready for the next decades of growth.
The new visual expression is inspired by the story of progression.
The new visual expression is inspired by the story of progression.
The new visual expression is inspired by the story of progression.
The colour palette draws from earthy tones that symbolise roots and stability, alongside confident forward-focused neutrals that represent clarity, structure and expansion. Typography, iconography, and design systems pay tribute to the brand’s origins while embracing a refined minimalism suited for a diversified holding group. Our sonic and verbal identity embody the spirit of BA: grounded in humility, energised by purpose, and guided by clarity. The tone moves with intent — strategic, warm, sincere — embodying the voice of a group built on real work, real people, and real legacy. To support the brand’s new scale, we restructured the architecture of BABA ALI’s many services and verticals. What was once a family of independent ventures now sits under a unified holding structure — enabling greater clarity, synergy, and strategic direction while preserving the individuality of each operation.
The colour palette draws from earthy tones that symbolise roots and stability, alongside confident forward-focused neutrals that represent clarity, structure and expansion. Typography, iconography, and design systems pay tribute to the brand’s origins while embracing a refined minimalism suited for a diversified holding group. Our sonic and verbal identity embody the spirit of BA: grounded in humility, energised by purpose, and guided by clarity. The tone moves with intent — strategic, warm, sincere — embodying the voice of a group built on real work, real people, and real legacy. To support the brand’s new scale, we restructured the architecture of BABA ALI’s many services and verticals. What was once a family of independent ventures now sits under a unified holding structure — enabling greater clarity, synergy, and strategic direction while preserving the individuality of each operation.
The colour palette draws from earthy tones that symbolise roots and stability, alongside confident forward-focused neutrals that represent clarity, structure and expansion. Typography, iconography, and design systems pay tribute to the brand’s origins while embracing a refined minimalism suited for a diversified holding group. Our sonic and verbal identity embody the spirit of BA: grounded in humility, energised by purpose, and guided by clarity. The tone moves with intent — strategic, warm, sincere — embodying the voice of a group built on real work, real people, and real legacy. To support the brand’s new scale, we restructured the architecture of BABA ALI’s many services and verticals. What was once a family of independent ventures now sits under a unified holding structure — enabling greater clarity, synergy, and strategic direction while preserving the individuality of each operation.
