Versalis Petrochem Mazrui, synergy of strengths

VPM is a joint venture between Versalis, an Italian company in the field of industrial chemistry and plastics, Petrochem, leader in the production of drilling fluids, and Mazrui Energy Services, which specializes in services and integrated solutions for the Oil & Gas industry in the Middle East. The new brand was presented in Abu Dhabi at the 2018 ADIPEC, the most important Oil & Gas trade fair in the world; its mission is to lead the oilfield chemicals sector with a perfect synthesis of Versalis’s know-how and Mazrui’s ability to work with local market players.

In the delicate merger and development phase, VPM entrusted Angelini Design with creating its brand identity and designing a complete communication platform. The project’s overarching goal was to build a brand that could be the face of the company and also contribute to establishing it as a new player in the oilfield chemicals sector, with a view to becoming one of its main protagonists.

The project began by defining a company mission and brand essence, which led to writing VPM’s manifesto to celebrate the joint venture’s strengths: excellence, but also the ability to retain loyal clients thanks to customized and highly specialized services.

The logo’s pictogram represents the values that merged together and the synergy between the strengths of the original companies joining forces. Two drops melt into each other to evoke the beginning of a new, fluid and constantly evolving activity. The color palette is based on yellow for joy and prosperity, black for rebirth, and blue for confidence and safety.

Angelini Design also defined the descriptor “Oilfield Specialty Chemicals”, the brand guidelines and an editorial graphic format. Brochures, a website and a logo-morphing video have already been produced.

VPM’s brand identity project aims to highlight the potential for growth and strengths of this new joint venture in the Middle East: a synergy that creates true value for the future, and a shared vision where inspiration and know-how can meet the new needs expressed by clients and expanding markets.

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