Marafiq provides integrated utility services that meet the requirements of its growing customers within the industrial and residential cities of Saudi Arabia.
The challenge
Our goal was to undertake a comprehensive overhaul of the Marafiq brand and to create all necessary communication assets as the company prepared to transition into a publicly traded entity, ensuring that all assets accurately reflected Marafiq's new direction and positioning. The result was a revitalized and strengthened brand, poised for success in its transition to the public.
Client
Comms
Digital
Studio
Brand Audit & Strategy:
A complete audit of all of the brand assets for
Marafiq, doing an in-depth analysis and hosting
brand discover sessions along with brand strategy
workshops to define the revamped strategy for
Marafiq Brand.
Brand Revamp & Guidelines:
Marafiq's brand strategy was reflected in the
modifications made to the current logo, and the
complete brand experience was redefined. This
included the development of internal campaigns and
the creation of a distinctive character for safety
programs (Salem), as well as a comprehensive
overhaul of the brand's perception by both internal
and external stakeholders.
Ongoing Design:
We have an ongoing creative & design support to all
of Marafiq's Corporate Communications plans, our
content & design teams work very closely to develop
all collaterals in alignment with the new brand
identity.
Website Content, Design & Development:
Our content team built the Marafiq website from the
ground up, conducting thorough discovery sessions to
gain a deep understanding of Marafiq's services and
infrastructure. The team then crafted a detailed
site map for the complex organization and developed
content that adhered to industry standards in the
utilities space. Meanwhile, the design team worked
to visually represent the content with an approved
wireframe for the website. Once the development
process was complete, our IT team went above and
beyond to address any requests and challenges
related to Marafiq's IPO process, ensuring that
these were reflected accurately on the website.
www.marafiq.com.sa
Social Media Audit & Strategy:
In line with the new Marafiq Brand Strategy, a
comprehensive social media audit was conducted on
the brand's social media channels. This was followed
by the development of an engagement strategy that
was built around key content pillars designed to
drive value and build brand equity among the target
audience. Our content team then crafted a full-year
content strategy and accompanying content plan to
drive ROI for the brand. In addition, a campaign was
built specially to announce the IPO release of the
brand.
Corporate Video:
To align with the IPO process, it was crucial to
create a corporate video that accurately portrayed
the value Marafiq delivered to its customers,
partners, and potential investors. The content team
crafted a script that reflected the company's
accomplishments, utilities, services, and industrial
factories, while the video crew traveled to various
Marafiq facilities located in Jubail, Jeddah, Yanbu,
and Ras Al Khair to capture footage. The
post-production team then worked to assemble the
entire video.
Corporate Photography:
Capturing and cataloging Marafiq's facilities was
crucial to ensure that all communication channels
aligned with the new brand identity. To achieve
this, our photography team embarked on a
comprehensive facility tour, gathering a wealth of
media assets for Marafiq's corporate communication
needs. These assets were then compiled into a
comprehensive media library.
Safety Awareness Video
Our team successfully produced, shot, and edited a
Stop Working Authority video for Marafiq, aligning
with the CEO's directive granting workers the
authority to halt operations in unsafe
conditions.The video was a powerful tool to
communicate Marafiq's commitment to employee safety.
By emphasizing crucial safety precautions, the video
aimed to provide a culture that values and ensures a
secure working environment. With visually engaging
content, the video encouraged employees across
Marafiq's facilities to actively contribute to
fostering a safer workplace.
