“Cognit was formed through a joint venture with Mubadala Development Company and IBM Watson. We wanted to create a brand for this new JV that gave us a unique identity that would also resonate with our parent companies. Omnia demonstrated a depth of understanding around what we wanted to achieve with the brand, and the story we wanted to tell. They understood how to forge a brand with an independent spirit that also worked in harmony with our parent companies. And they brought insight to the process that helped us maximise our impact at launch and thereafter.”