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A re-brand from the ground up.
In a cluttered sector marked by workmanlike visual identities and predictable slogans, we set about creating something truly distinctive.
Marketing
Upon surveying competing construction brands, the opportunity to conceive a fresh identity for Promax was obvious. It was our goal to ensure the brand’s strategic pillars of innovation, confidence and stability were reflected in the new identity.
Hachem employed a combination of classic heraldic elements to create a strong and balanced symbol, with the red diamond signifying the constant pursuit of quality. When considering a slogan, a deliberate move away from construction puns (typical of this sector) was made, and a powerful promise around timeliness was developed.
DIAMOND
Constancy and the extreme
pursuit of quality
CHEVRON
The shape of an inverted V.
Protection; builders or
others who
have accomplished some work of
faith
service.
PILE
The pile is a V shape. It represents
large pieces of
wood used in building
bridges; engineering skills,
builder.
90 DEGREES
Carpenter's square. Represents
mastery and skill.
MASCLE
The hollowed out lozenge or
a chevron and pile together
represent persuasiveness.
SLOGAN MEANING:
The message “Perfectly timed” is about -
‘confidence in
delivering a project on time and on budget’
