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FRA is a joint venture of RA Sports and Fairwood Group. It is primarily involved in development of sports infrastructure like golf courses, stadiums, race courses, running tracks, pools and many more sports related arenas and areas. They provide world class capabilities with certifications from several global authorities. FRA provides end to end service portfolios including designing, construction, marketing and operations management.
FRA International lacked a joint identity that reflected both RA Sports and Fairwood Group. There were no focus areas for specific sports facilities and expertise. Moreover, with no established name in the market, there was a need for FRA International to project itself as an expert in the sports infrastructure creating a digital and physical presence in the market.
BOD created focus areas with uniform and consistent communication and industry relevant designs. Targeted positioning and awareness was communicated clearly with excellent designs having an international appeal.