"Bridge the Gulf"
Facts & Results
Strategic renaming from AGSIW to AGSI, signaling broader impact
New brand position “Bridge the Gulf” encapsulates AGSI’s role as a connector across physical, political, and intellectual spaces
Launched a multilingual, mobile-first website tailored to policymakers and global audiences
Our Role
Brand strategy
Website design & development
Go-to-market activation planning
Social media asset development
Content strategy
Environmental branding and design
Visit / In Action
Goal
Modernize and reposition AGSI’s brand to reflect its expanding global influence beyond Washington, DC
Our approach
For nearly a decade, the Arab Gulf States Institute in Washington (AGSIW) has been a vital hub for research and dialogue on the evolving Gulf region. As its influence expanded beyond Washington, DC, the institute sought to modernize its brand—positioning itself not just as an observer, but as an active connector of ideas, people, and policy.
REQ led this transformation, beginning with a strategic renaming to AGSI, a refined identity that removes geographic limitations and reflects the institute’s growing global impact. This evolution was reinforced by a bold new brand positioning: "Bridge the Gulf." More than a tagline, this message captures AGSI’s role in fostering understanding, advancing transformation, and filling critical knowledge gaps between the Gulf, the US, and the world.
Beyond redefining AGSI’s brand, REQ designed a dynamic new website that enhances accessibility, engagement, and thought leadership. Built with a mobile-first approach, multilingual capabilities, and intuitive search functions, the platform serves as a modern gateway for policymakers, scholars, and global audiences seeking trusted insights.
REQ also developed a strategic go-to-market activation plan, ensuring a seamless transition to the new brand. From a tailored marketing roadmap to compelling social media assets and a refined content strategy, every element supports AGSI’s mission to connect and inform.
To complete the transformation, REQ extended the new brand into AGSI’s physical office space, reinforcing its identity as a vital bridge between regions. Today, AGSI stands as a global leader in Gulf-focused research, with REQ continuing to support its evolving mission.
