Brand Strategy, Brand Identity, Visual Design & Marketing


The Client

AL MAAJ Oil Rigging & Construction


Aaron Robertson
Ammar Mahe

Branding For Overseas Construction

Ammar Maher, CEO of AL MAAJ oil rigging and construction, was referred to Robertson Branding for help with developing his brand identity and positioning among the oil rigging and construction market.

The Goal

Ammar aspired to create a scalable brand with the potential for one day taking his business overseas. To do this, he would need an identity that translates well in both target languages. Ammar also wanted to position his company as a much more reputable oil rigging and construction choice than his competitors in Iraq.

The Solution & Results

I quickly learned that Ammar’s positioning goal came to fruition by simply having a brand identity system in place. While many of his competitors were general contractors, AL MAAJ wanted to be a polished company.

I started with building a mood board of photography to capture Ammar’s look and feel for the brand. Then, once he approved a direction, I designed a logo that would resonate with Ammar’s target audience. Then, after many iterations, we settled on a mark and typographic treatment that translated into English and Arabic seamlessly.

In light that AL MAAJ’s competitors had no formal branding, Ammar’s business shined as the more reputable solution. Furthermore, the branding created for AL MAAJ carried across all customer-facing touchpoints, including stationary, construction flags, and more.

Dark Cornflower
Honey Yellow
Dark Slate Gray

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