The challenge:
RasGas, one of Qatar's oil and gas industry giants, needed a brand-focussed exhibition stand and corresponding collateral that really set them apart for the 2008 Qatar Career Fair. The focus was to develop a "BIG IDEA" focussed on 'bringing energy to your life' and so enthusing students and potential employees that RasGas represented the best career move for their future.
RasGas wanted to project a dynamic image and reinforce their professionalism and emphasise security and strength.
Creative response:
Using bright green as the primary brand colour to reinforce a vibrant, dynamic 'green corporation', a typographic tree was created, containing words representing the ingredients for success. The treatment of the tree and its swirl branches are modern and minimal, emphasising the meanings of the words and its connection to the iconic RasGas 'drop' which forms an integral part of their identity. This look and feel was developed and expanded into a complete communications package consisting of gift bags, brochures, CDs, promotional giveaways (e.g., exhibition designs (posters) and an animated television commercial in Arabic and English.
The result:
The dominant green in all the communication tied the concept together really well and resulted in complete consistency and a strong brand presence. The concept of growth and success was well propagated and remained prominent, which achieved more than the desired result for RasGas. |
