CLIENT:
Expertise Industries
INDUSTRY:
B2B Industrial Solutions
TEAM:
Parentheses Studio
ROLE:
Lead Designer
SERVICES:
Visual identity
Industrial Applications
Copywriting
Expertise: Driving the Future in the Middle East
Expertise, is a distinguished B2B industrial service operating out of the Kingdom of Saudi Arabia with global ambition.
With 800+ ARAMCO certified operators, 5000+ equipment fleet and 12 major service divisions, Expertise lends its power to major Saudi businesses for project support, heavy equipment rental, technical support services, plant maintenance and turnaround, rigging support, and more.
They reached out with a challenge to renovate and sharpen their existing brand identity to one that adequately communicates their power, legacy and strength, and is visually adaptable to their many divisions and equipments.
BRAND IDENTITY AND
VISUAL DESIGN
The Expertise brand renovation involved replacing the previous heavier typeface with a sleeker, more modern, and forward-leaning one, reflecting the brand’s positioning: "Driving Excellence, Together."
To maintain brand recognition, the "X" in the wordmark remained a distinctive visual element, as in its predecessor.
Additionally, the Expertise blue was deepened to a richer, darker shade, an alternate blue introduced, while the orange in the "X" was updated to a bold red.
The colour palette reflects an new and updated version of it's predecessor, and perfectly encapsulates Expertise's core values. It marries functionality with inspiration, and legacy with modernity.
A series of graphics, formed by two basic shapes merging, symbolize the support, trust, and collaboration between Expertise and its clients.
Subtle gradients integrate these graphics into the backgrounds of Expertise's brand creatives, subtly reinforcing the brand’s legacy and core functionality.
HEAVY MACHINERY
AND EQUIPMENT
Branding equipment poses a significant challenge due to varying shapes, industry regulations, and space constraints.
To address this, the "X" from the Expertise wordmark is frequently used as a standalone motif alongside the primary wordmark. This approach enhances brand visibility while ensuring adaptability across company equipment, employee uniforms, and print materials.
EMPLOYEE EFFECTS
AND LIVERY
Employee livery, such as hardhats, PPE, Uniforms, and Corporate gear like caps take on the Expertise wordmark and motif in milder, more subtle applications. These are often accompanied by contextually appropriate taglines. Most uniform and livery are designed in Expertise blues, except where regulations demand otherwise.
Credits:
Design Team: Parentheses Studio
Expertise: Driving the Future in the Middle East
Expertise, is a distinguished B2B industrial service operating out of the Kingdom of Saudi Arabia with global ambition.
With 800+ ARAMCO certified operators, 5000+ equipment fleet and 12 major service divisions, Expertise lends its power to major Saudi businesses for project support, heavy equipment rental, technical support services, plant maintenance and turnaround, rigging support, and more.
They reached out with a challenge to renovate and sharpen their existing brand identity to one that adequately communicates their power, legacy and strength, and is visually adaptable to their many divisions and equipments.
The colour palette reflects an new and updated version of it's predecessor, and perfectly encapsulates Expertise's core values. It marries functionality with inspiration, and legacy with modernity.
BRAND IDENTITY AND VISUAL DESIGN
The Expertise brand renovation involved replacing the previous heavier typeface with a sleeker, more modern, and forward-leaning one, reflecting the brand’s positioning: "Driving Excellence, Together."
To maintain brand recognition, the "X" in the wordmark remained a distinctive visual element, as in its predecessor.
Additionally, the Expertise blue was deepened to a richer, darker shade, an alternate blue introduced, while the orange in the "X" was updated to a bold red.
CLIENT:
Expertise
INDUSTRY:
B2B Industrial Solutions
TEAM:
Parentheses Studio
ROLE:
Lead Designer
SERVICES:
Visual identity
Industrial Applications
Copywriting
A series of graphics, formed by two basic shapes merging, symbolize the support, trust, and collaboration between Expertise and its clients.
Subtle gradients integrate these graphics into the backgrounds of Expertise's brand creatives, subtly reinforcing the brand’s legacy and core functionality.
HEAVY MACHINERY & EQUIPMENT
Branding equipment poses a significant challenge due to varying shapes, industry regulations, and space constraints.
To address this, the "X" from the Expertise wordmark is frequently used as a standalone motif alongside the primary wordmark. This approach enhances brand visibility while ensuring adaptability across company equipment, employee uniforms, and print materials.
EMPLOYEE EFFECTS & LIVERY
Employee livery, such as hardhats, PPE, Uniforms, and Corporate gear like caps take on the Expertise wordmark and motif in milder, more subtle applications. These are often accompanied by contextually appropriate taglines. Most uniform and livery are designed in Expertise blues, except where regulations demand otherwise.
Credits:
Design Team: Parentheses Studio
