Moves to ex-St Luke’s Hospital

Malta Enterprise is set to overhaul its brand identity and corporate image in the coming weeks with the adoption of a new logo that outlines a set of corporate values on which it seeks to build itself as the country’s business and economic development agency. The new corporate identity will also see the relocation of Malta Enterprise’s Corporate Headquarters from San Gwann to Guardamangia in the completely refitted ex-Institute of Healthcare in St Luke’s Hospital.

The new corporate identity will continue to build on the eight-pointed Maltese cross, a symbol whose brand equity is of tremendous importance for the recognition of and association with Malta around the globe. Its modern rendering communicates a fresh and outward looking approach, which is so important for Malta to reach out to potential inward investors, as well as helping Maltese exports and businesses to internationalise.

With its eight points, the choice of this symbol also seeks to communicate the key corporate attributes that underpin Malta Enterprise, namely: flexibility, effectiveness, innovation, creativity, stability, adaptability, efficiency and supportiveness. These values are in effect a 21st century rendition of the eight core values of the Order of the Knights of St John.

The corporate rebranding will affect all Malta Enterprise’s marketing communication efforts both locally and abroad. On the international front, the new brand identity will be supported by the ‘ThincMalta’ brand, which is a pan-organisational brand identity between Malta Enterprise, FinanceMalta, BioMalta, the Lotteries and Gaming Authority and Transport Malta.

Alan Camilleri, Executive Chairman of Malta Enterprise, said: “The corporation is operating in arguably the most challenging of times, facing direct competition from countries all around the world, and where the global appetite for foreign direct investment has waned by around 15 per cent. We have worked hard this year to ensure that Malta will enjoy another healthy year of FDI when compared to its counterparts in Europe. Indeed, for Malta Enterprise, 2011 is set to be the best of the last years in terms of new projects and investment opportunities. The staff at Malta Enterprise deserves the support and due recognition for these efforts and these results.”

“This is not just a new image; it’s a brand identity that will underpin our efforts to provide the best possible service to our clients, be they Maltese or international businesses of any size, shape and form. Our mission is to be there ahead of others and this would need to translate itself to the core essence of the way we interact and do business. The signature services, which will be provided by Business First, will also be a critical component of our business. Over the past years, we have invested heavily in training and developing our people while encouraging them to come up with ideas and suggestions to management. It is thus very important for our brand to evolve and innovate to keep pace with our audience and the constant stream of messages they are provided from our competitors,” Mr Camilleri stated when commenting about the rebranding.

“The simplicity and clarity of Malta Enterprise’s brand imagery is an indication of our confidence and ability to provide powerful, effective solutions for our clients.

“We believe that it is only through hard work that we can be successful in our endeavours. Nevertheless, together with the restructuring exercise carried out within the organisation in the past months, the rebranding of our corporate image and the relocation to a new corporate head office should enable us to be in a stronger position to reap the fruit of our efforts and convey a much better image to our clients who are increasingly becoming more sophisticated,” added Mr Camilleri.

The rebranding will also entail the overhaul of the current website that will not only reflect the new brand image but, more importantly, will better address clients’ and investors’ needs. The new Corporation website will be launched in the coming weeks.

The new brand identity shall be rolled out in conjunction with the move to the new headquarters, which will be announced shortly.