Brand Strategy & Creative Direction: Brand Strategy, Rebranding, Visual Identity, Art Direction, Messaging & Brand Applications.
I developed IEC’s brand strategy and translated it into a complete identity system, from defining its purpose, mission, vision, values, audiences, messaging, and tone of voice to developing the visual identity and its applications. The strategy positioned IEC around uncompromising quality, specialized expertise, safety, and the ability to bring global engineering standards to Saudi projects. The resulting system combines IEC’s established red with a more functional industrial palette, bold typography, structured layouts, and engineering-led graphic forms, designed to work across everything from corporate communications and digital platforms to uniforms, fleet graphics, documentation, and project environments.
I developed the identity around “The Keystone of Integration,” inspired by the drive shaft bolt, a small but indispensable component that connects larger machinery and allows the entire system to operate reliably.
The idea reflects IEC’s role within complex projects: a specialized partner whose contribution may form one part of a much larger system, but is critical to making that system work. Interconnected forms represent the different components of large-scale operations, while a contrasting element highlights IEC’s role as the critical piece within the system, built around precision, reliability, innovation, and integration. Deliverables: Brand Strategy · Brand Positioning · Brand Identity · Logo Design · Visual System · Art Direction · Brand Messaging · Tone of Voice · Digital Applications · Corporate Collateral · Brand Guidelines.
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(2016-26©)
