Instagram (opens in a new tab) Facebook (opens in a new tab) Pinterest (coming soon)

Promax

view previous project
Promax logo, grey stacked PI monogram with a red diamond above PROMAX lettering

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.

Promax, silver foil-stamped monogram and wordmark on textured white card
Promax, white folders and a grey tube with a red ribbon on a pale backdrop

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.

Promax, white monogram and wordmark on ridged grey card with a red ribbon detail
Promax, stationery set of envelopes and business cards with a black and white photograph

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.

Promax, black-stamped monogram with a red square on textured paper
Promax, monogram and wordmark printed on a white envelope at a slight angle

DIAMOND

Promax brand mark, solid black diamond on a white background, shown as a standalone symbol

Constancy and the extreme
pursuit of quality

CHEVRON

Promax brand mark, solid black upward chevron on a white background, shown as a standalone symbol

The shape of an inverted V.
Protection; builders or others who
have accomplished some work of
faith service.

PILE

Promax brand mark, two solid black blocks with angled tops and a central gap

The pile is a V shape. It represents
large pieces of wood used in building
bridges; engineering skills, builder.

90 DEGREES

Promax brand mark, black outlined F-like form made of two offset bars

Carpenter's square. Represents
mastery and skill.

MASCLE

Promax brand mark, black hexagonal form built from two stacked chevrons

The hollowed out lozenge or
a chevron and pile together
represent persuasiveness.

Promax, aerial view of a construction site with the monogram and wordmark overlaid
Promax, construction brand strip showing the perfectly timed tagline with a red play arrow

SLOGAN MEANING:

The message “Perfectly timed” is about -
‘confidence in delivering a project on time and on budget’

Promax, iMac mock-up with a construction aerial and the perfectly timed tagline Promax, iMac mock-up of a website: tower crane, line Confidence in delivering jobs on time
Top