2015 Winners & Shortlists

Brief Explanation

It was a big challenge to bring together such wide range of people and opinions, and craft the brand strategy into a solid and coherent direction for the business. The process began with stakeholder interviews and engagement of the senior management team through an immersive brand workshop. This resulted in a robust brand strategy created by OMNIA and RANSON.The brand strategy then acted as a filter for the creation of the brand identity phase. The ultimate objective of the project was to develop a best-in-class brand that would represent the business on an international stage.

The Brief

In the summer of 2014, Duqm Refinery appointed our agency to create the brand for our new business. Duqm Refinery is a brand new oil refinery, which will be the cornerstone of the Duqm Special Economic Zone and as such is of strategic significance to the people and economy of both the region and the economy as a whole. Our agency and their strategic partner RANSON conducted a thorough process which has delivered a brand that we are truly proud of.

How the final design was conceived

The brand icon of the Duqm Refinery represents the following: – Duqm Refinery receives crude oil via pipelines across the land and from the Arabian sea. The light grey line on the upstroke of the icon represents the land, and the teal green line represents the sea. – Duqm Refinery is represented by the orange line which sits between the two. – The three lines also form three ticks, these refer to the companies 'consistent excellence' in their field. The brand colour suggest energy, fuel & power, and the brand typography is bold masculine and industrial.

Indication of how successful the outcome was in the market

"The Duqm Refinery brand has received universal acclaim from all of the Duqm Refinery team, our partners, stakeholders and all parties with whom we have interacted since its launch. We are incredibly proud of the brand that we have created in collaboration with our agency and RANSON. We believe that it will provide a great platform for the development of our business, not only by giving us a strong identity, but also by helping to articulate and unify our vision, mission and values and communicate and embed them within our team." Nas-Ha Al-Fallahi General Manager – Corporate Affairs

Duqm Refinery is a brand new oil refinery, which will be the cornerstone of the Duqm Special Economic Zone and as such is of strategic significance to the people and economy of both the region and the economy as a whole. Our Vision: To be recognised as a world-class refinery business, delivering quality oil products across the world, driving Duqm’s growth and Oman’s prosperity. Our Core Values: Teamwork, Respect, Integrity& Professionalism