2015 Winners & Shortlists

Brief Explanation

• Ensure the brand projected a unique look and feel while still using everyday elements of engineering, contracting and machinery. • The brand must demonstrate that they are a modern company that thinks differently while involved in business to business activities. • The brand must be able to hold its own against international competition. • The brand must demonstrate the idea of unique possibilities and growth.

The Brief

Futuretech, an engineering, contracting and equipment supply company with 5 main divisions was looking to refresh their brand image and visual language. As the company grew and spread across the world, the client sought an international and distinctive visual identity that reflected their positioning of 'Crossing Borders - Building the Future'. The main task was to build a brand that would demonstrate immense possibilities and a spirit of innovation. It was also important that the brand reflected a bold, modern and original visual language that would make it stand out in the industry.

How the final design was conceived

All engineering and contracting firms have a serious, rigid approach which we wanted to break out of with a more fluid, global and modern approach. For each of the divisions, we created a series of larger-than-life, Dali-esque landscapes projecting unique possibilities and a turn towards the future, reflecting the philosophy of 'Crossing borders-Building the future' at Futuretech. A bright colour palette was chosen to lend vibrancy and originality to an otherwise serious industry.

Indication of how successful the outcome was in the market

We broke through the clutter of outdated construction and engineering imagery with a fresh and unusual approach. As the ambitious brand of Futuretech grows to other markets, the distinctive design language and unique identity manages to make Futuretech stand out in the industry, not only in the regional market, but also in the international arena.

Futuretech is a well-known company based in Dubai, UAE that specializes in building material plants and in trading for concrete machinery and equipment. Futuretech has now evolved beyond the Middle East, reaching South Asia and North America. Over time, Futuretech has transformed from a trading house into a group of 5 dynamic companies, each one catering to one or more business sectors. The activities are wholly business to business catering mainly to industrial, government and building companies. Futuretech is deeply rooted in the philosophy of 'Crossing borders - Building the future' and believes in breaking new grounds in the industry.