ROLE
Brand strategy, messaging, positioning, architecture, identity, digital design

Middle Eastern Project Development (MEPD) is a group of corporations working in oil, gas, water, construction development, and chemical production. I flew to Abu Dhabi to work with their CEOs and rebrand MEPD and its subsidiaries—from the strategy, up.

Oil drilling in desert with sun in background

        Overview

           Shifting from international connection to a global viewpoint — MEPD’s portfolio reflected individual brands that were strongly connected with their countries of origin, all of which are located in the Middle East. However, their offerings centered around their support of the global economic community. What they needed was a strategic plan to create a new brand experience, and align their brand message across their corporations in a functional manner. 

THE GAMEPLAN:

  • Competitive analysis and positioning
  • Executive workshops
  • Brand architecture (What is an MEPD company, and what should be independent)
  • Brand positioning
  • Brand messaging and values
  • Taglines
  • Brand identity
  • Sub-brand identities (for those designated as “strongly” connected with MEPD)
  • Brand elements and guidelines
  • Digital pattern library
  • Web design (UI)

MEPD logo

Brand architecture and logos

MEPD business cards

“I can honestly say that our new brand makes us excited. It’s exactly what we needed.”

Mobile website design examples

Website UI

“I trusted that they would understand me and those here, which I experienced from their business card to their final handshake”.

Man wearing MEPD hat working in industrial oil factory

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