ASGC is one of the Middle East’s most respected construction conglomerates, known for delivering iconic projects that shape cities - from museums and mosques to luxury hotels and cultural landmarks.

chai. was engaged to reintroduce ASGC with a focus on continuity and legacy. instead of a typical corporate campaign, we developed a human-first storytelling strategy that positioned ASGC not just as a builder of structures - but as a builder of experiences.

we created and rolled out a comprehensive content and communications strategy: social media, recruitment campaigns, employee features, milestone highlights, and press kits. our editorial team shaped thought leadership content and project showcases, while our campaign team ensured ASGC remained visible during key events like Cityscape and COP28.

with every post, reel, and asset, we told the story of what happens after construction - the lives, stories, and possibilities that unfold in the spaces ASGC creates.