Oil & Gas

Engineering Brand Development

Oilfield Supply Center

Dubai, United Arab Emirates

Centrifuge Equipment Services (CES), a wholly-owned affiliate of Oilfields Supply Center Limited (OSC), under the Chairmanship of HH Sheikh Hamdan Bin Rashid Al Maktoum, is specialized in repair and preventive maintenance of all centrifuges used in Oil & Gas, sector.

Client got in touch with JPd, seeking for a strategic solution to create a complete brand identity that would stand on its own as an independent brand from the parent company. Client’s objective was to communicate the reliable service offered to its clients, along with the benefit it was bringing to the industry as a whole, offering a chance to reduce internal expense, increasing the ROI and enabling the future growth.

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JPd performed an in-depth analysis of the peer market to offer a brand identity that would communicate and connect with target audience, where repair and maintenance of centrifuges meant much more than just an annual or emergency service: it directly affected the safety of working environment and profitability of the company and industry segment as a whole.

That is where strategic team has offered a brand positioning “Tomorrow Assured”, which reflected the highest safety, quality of service and profitable returns for anyone partnering with CES. Brand positioning has been rolled out across all brand touch points, along with company website.


Strong and bold entrance of CES brand into the market has exceeded company’s original growth plans. With expectations of allowing brand to take at least a year to test the market until gaining a strong market share in the UAE and region, CES got an immediate interest from the targeted industries, which allowed them to enter a new segment of Food Production, which was client’s one of the top aspirations.

With its great success and a powerful brand, CES has decided to take it further with plans to expand to Malaysia, capturing the Asian market and confidently entering into a strong competition with suppliers from China.

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Brand Strategy

Positioning Strategy
Brand Storytelling
Brand Values
Brand Personality

Naming & Verbal Identity

Tone of Voice

Brand Identity & Development

Visual Identity
Visual Asset creation
Brand Guidelines

Digital Ecosystem

UI/UX Visual Design
Information Architecture
Digital Creativity
Consultancy on Digital Brand Implementation

Jpd is brand design and creative branding Agency in London, Dubai and Abu Dhabi. Specialising in brand strategy and rebranding.