Dragon Oil, an international energy company headquartered in the United Arab Emirates, embarked on a comprehensive rebranding initiative to establish a modern and robust brand that sets itself apart in the oil industry. Confronted with limited brand recognition and the need for a cohesive corporate culture, Dragon Oil was determined to communicate its mission to a diverse global audience effectively. Jpd's visionary creative team meticulously analyzed the company's materials and presented a refined brandmark and a cutting-edge graphic system embodying the company's dynamism and growth.
Brand Strategy, Brand Voice, Brand Identity, Collaterals and Stationery, Brand Guidelines
Dragon Oil faced several challenges, including a lack of brand awareness, no clear brand messaging, and the need to create a unified culture that aligns with the company's growth. This was especially important during challenging economic times when stability was crucial to the employees. Additionally, Dragon Oil had to streamline and communicate the brand's mission to internal and external audiences worldwide while developing a precise brand positioning and tone of voice document that would resonate with the highly diverse team of two thousand employees worldwide.
Jpd's creative team analysed all company materials and identified that the brand lacked a comprehensive 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. 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 of the company and the Emirate of Dubai.
The successful completion of the rebranding program saw an uplifted brand identity rolled out across all Dragon Oil global offices. The company was confident to expand its horizons and set new strategic goals for the brand, targeting to increase its production by three times by 2025. With a vision for further exploration and innovation, the company announced its expansion plans to African markets less than one year after its brand launch. Under the guardianship of a new brand, Dragon Oil invested $13 billion (Dh47.7 billion) in developing existing projects in the next decade and spent up to $500 million on acquisitions in 2019.
Transform Awards MEA
Silver Award Winner
Best Visual Identity for Mining & Extracts Sector