A major regional rebrand took place and the Burj Khalifa lit up to celebrate.

Oman Insurance has been delivering rock-solid service to over 800,000 customers in the region since 1975, and it’s now rebranding with a name to reflect its standard of care and commitment to its customers.

And so, without further ado, it has announced a rebrand to help strengthen its three focus points: Digital Innovation, Customer Experience and Financial Stability.

Introducing Sukoon! Sukoon will strengthen each pillar with a brand new look to reflect a modern international insurance entity, and continues to be committed to developing as an exceptional insurance platform with its incredible customer experience and famously-good insurance expertise.

Sukoon unveiled its new avatar on the Burj Khalifa on October 6 in the presence of the Chairman and notable guests

The reveal is a major milestone for the brand

Founded in 1975 by Abdulla Al Ghurair, Oman Insurance was created to offer an umbrella of protection to people, giving Sukoon (meaning peace of mind) to those who need it. This rebrand sees the dreams of its founder being fulfilled, and that of his son, present Chairman Abdul-Aziz Al Ghurair, and sees the brand itself come full circle.

The new identity cements Sukoon’s position as the insurer of choice in the UAE and beyond with a name that ‘represents the company’s evolution as a modern insurer that has pioneered innovation, provided unrivalled quality of service, and stood rock-solid to fulfil customer obligations,’ according to the release.

Extensive market research helped the brand zone in on Sukoon, which is centred on bringing rock-solid quality of service to its 800,000 clients

In the last 3 years, we carried out extensive market research and brought together some of the world’s best-in-class rebranding experts to guide and advise us. We have gone through several focus groups, interviews, and surveys. We have tested dozens of names, logos, and colours to finally select Sukoon. This rebranding represents a new, exciting chapter for us following our successful transformation in the past years, centred around building a rock-solid company and delivering an unrivalled quality of service to our 800,000+ clients. We have dreamed our dream and now is the time to realise it.

Jean-Louis Laurent Josi, CEO of Sukoon