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.
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.
Constancy and the extreme
pursuit of quality
The shape of an inverted V.
Protection; builders or others who
have accomplished some work of
The pile is a V shape. It represents
large pieces of wood used in building
bridges; engineering skills, builder.
Carpenter's square. Represents
mastery and skill.
The hollowed out lozenge or
a chevron and pile together
The message “Perfectly timed” is about -
‘confidence in delivering a project on time and on budget’