THE ARAB ENERGY FUND
Empowering a bold transformation
The challenge.
As APICORP transitioned into The Arab Energy Fund, the organisation embarked on a bold transformation: a new name, a sustainability-focused strategy, a brand repositioning, and a relocation from Dammam to Riyadh.
This shift wasn’t just operational, it represented a new mindset and mission rooted in 50 years of legacy and a renewed purpose to power a net-zero future.
To succeed, The Arab Energy Fund needed employees across the region to not only understand the changes but to believe in them and become active drivers of the transformation.
That meant addressing uncertainty, aligning teams, and creating emotional and practical connection to the journey ahead.
Our work.
Using our Heads, Hearts and Hands approach, we helped shape and deliver a change communication programme that brought clarity, conviction and momentum to the transformation, including:
We developed and rolled out a region-wide internal campaign to bring Canon’s purpose to life and build brand advocacy from within, including:
- A compelling narrative linking the legacy of APICORP to the future
- Stakeholder mapping and bespoke comms
- Interactive employee activations
- Manager cascades and digital toolkits
- Measurement tools to track awareness, belief and adoption
The result.
A change campaign that made transformation feel real, relevant and inspiring, giving employees the tools, language and confidence to lead the next chapter of the fund’s journey.
“Engage helped us make a complex transformation feel human. Our people didn’t just hear the message, they believed in it, and they’re ready to live it.”