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’

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