Sifax group rebrands, launches new identity

Sifax Group has launched a new identity as part of the company’s effort to reposition its business practices and transit from a Nigerian business brand to a global brand.


Executive Vice Chairman of the Group, Dr. Taiwo Afolabi who disclosed this yesterday at the rebranding media launch said the purpose of the rebranding was to incorporate all the subsidiaries that Sifax represents in order to create a world class brand that would be recognised locally and internationally.

Represented by the Managing Director of Sifax Shipping, Markus Brinkmann, Afolabi said the new identity will also include a new website that will created very soon.

He noted that since inception of the company in 1988, it has developed from a local company into an international brand.

“This is what we are trying to achieve with this new unveiling of the new look/identity, a new website will be published online very shortly as well. With this new design we are trying to incorporate all the subsidiaries that Sifax represents, from the airport to the seaport, from the offdocks to haulage and logistics services.

“We are trying to incorporate our customers into our very critical company setup so that customers that see us at the airport remember when they see us on the road with our haulage fleet or when they come along the port at Ports & Cargo.

“We are trying to unveil a world-class brand that should both locally and internationally be recognised not just here in Nigeria but of course in other places where we are represented such as Ghana, UK, America, Morocco and so forth.

“We are trying to include all the subsidiaries in this new brand under the heading of Sifax Group. Of course, we strive to encourage therefore all customers to work with us, attract more foreign businesses to enter into this striving Nigeria business market,” he said.

In his remarks, the Group’s Executive Director, Human Resources and Administration, Dr. Phil Ofulue said the new identity signifies the intention of the company to transit from a Nigerian business brand to a global one and the dynamism and innovation for which the company is noted for.

Ofulue who was represented by the Executive Secretary to the Djibouti Consul in Nigeria, Mrs. Folake Rogers also added that the company’s next strategic business plan is to offer world-class services and solutions in maritime, aviation, haulage and logistics, oil and gas and hospitality to the target market all across the globe.

“As a group, we recognised the primary place that the customer occupies in our business and we daily seek better ways to meet and exceed the expectation of the customers,” she said.

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