Dragon Oil is Dubai’s only upstream Oil and Gas exploration, development and production company. Headquartered in Dubai, UAE, Dragon Oil operates across Turkmenistan, Iraq, Egypt, Algeria, Tunisia, and Afghanistan. Dragon Oil is a wholly-owned subsidiary of the ENOC Group. Since the creation of its name and brandmark, in 1993, the team has deeply cherished its symbol and visual identity, however, the need to bring consistency to the brand, to uplift and modernize, was growing more evident.
The senior team of Dragon Oil felt a lack of brand awareness and was seeking a strategic rebranding exercise. With the key objective to keep the recall of its visual identity, Dragon Oil was looking to uplift the brand, as well as develop a clear Brand Positioning and Tone of Voice document that would help engage a highly diverse team of two thousand employees around the world, coming from a different cultural and educational backgrounds, and languages.
What we did
> Brand Strategy
> Tone of Voice
> Brand Identity
> Brand Guidelines
Due to the lack of any brand guidelines established in place earlier, several decades of operation have resulted in multiple inconsistent strong associations; as well as various misconceptions that were linked with the brand recall, which had to be addressed to optimize future opportunities and company’s growth.
Without clear brand messaging, Dragon Oil faces the real challenge of streamlining and communicating the brand and its mission to the internal and external audiences around the globe. During challenging economic times, Dragon Oil aimed to portray stability to its employees, create a unified culture, as well as align the brand, to be seen as one global company with one voice, instead of a sum of several separate regional companies.
Jpd creative team had to find a way to uplift the brand while keeping the brand’s established visual identity intact, as well as identify the right messaging that would connect with audiences across global markets.
After analysing all company materials, Jpd highlighted that the brand missed a comprehensive brand positioning that would fit within the new corporate direction, capitalize on the company’s established expertise and engage internally with diverse professionals in the group.
The new positioning helped to drive the entire rebranding creative exercise, creating a visually strong yet dynamic visual language.
Jpd creative team performed a brandmark refinement exercise and proposed a new Look & feel graphic system, aligned with the brand positioning. The visual styling of the graphic element reflected the energy and the endless growth, growth of the company, and growth of the Emirate, Dubai.
Upon successful completion of the rebranding program, an uplifted brand identity was rolled out across all Dragon Oil global offices.
Under the guardianship of a new brand, Dragon Oil was confident to expand its horizons and set new strategic goals for the brand, targeting to increase its production by three times by 2025. The company has announced to invest $13 billion (Dh47.7 billion)in the development of existing projects in the next decade and spend up to $500million for acquisitions in 2019.
With a vision for further exploration and innovation, the company has announced its expansion plans to African markets less than one year after its brand launch.
Transform Awards MEA
Silver Award Winner
Best Visual Identity for Mining & Extracts Sector