NGC unveils new brand identity

For over 40 years, NGC has led the UAE and the Middle East in wall coverings, fabrics, and flooring solutions. Now, with a new identity and the tagline “We help redefine spaces,” NGC is embracing a bold future in interior design.

NGC, a family-owned business with over 40 years of legacy in the UAE, proudly reveals its refreshed brand identity, symbolising the company’s evolution from a wall-covering provider to a comprehensive FF&E solutions specialist. As the company enters its fourth generation, this rebrand marks a pivotal moment in NGC’s journey, representing both its rich heritage and forward-thinking vision for the future of design. With a new tagline, “We help redefine spaces,” NGC aims to reinforce its commitment to transforming modern interiors.

Alafiyah Kagalwala, creative director at NGC, shared her thoughts on the transformation: “Our new identity isn’t just about design. It reflects the journey we’ve taken—from walls to floors, fabrics, and finish solutions that meet the needs of modern interiors. Change is necessary, and like generations, businesses must evolve. Our surname means ‘people of paper,’ and that legacy has shaped who we are. With 40 years in the UAE and 20 years at our current location, we’ve reached a major milestone. But milestones also represent turning points, and turning points represent growth. This rebrand honours our past while setting the stage for the future as we prepare for the next generation to carry NGC forward.”

Carla Conte and Alafiyah Kagalwala

Carla Conte, design director at Brand Creative, who led the rebrand design, explained the process: “This logo represents more than just a rebrand; it reflects NGC’s commitment to pushing boundaries and delivering diverse solutions that redefine interiors. When we began in 2022, we knew that the challenge was balancing the brand’s rich history with the need to modernise. The original logo featured a box, symbolising boundaries. Removing that box signified a breakthrough—a confidence to evolve. We crafted a bespoke logo, intertwining letters to symbolise unity and growth. The updated colour palette, with berry tones, steel blue, and neutral beige, creates a fresh yet timeless look. It’s a modern classic that honours NGC’s legacy while embracing the future.”

Alafiyah Kagalwala further reflected on the significance of the rebranding process. “When we met Carla, we knew she understood the emotional significance of this transformation. It’s not just a corporate change—it’s about our family. NGC has grown beyond wall coverings. Today, we offer flooring, fabrics, commercial finishes, and solutions that meet modern design needs. We’ve moved beyond the box, and we’re excited to see what’s ahead,” she said.

In addition to the digital and print launch, NGC will officially introduce its new identity at their stand during the upcoming Downtown Design fair at Dubai Design Week, which runs from 6 to 9 November 2024. The immersive stand, titled “The Pond,” is a triptych inspired by Japanese Gessai watercolour and continues the underwater theme from last year, designed by Brand Creative.

Images courtesy: Intelier