Xenel

As one of the foremost industrial groups in the Middle East, human resources is clearly an important issue for Xenel. To provide a world-class HR function for the entire Group - and possibly beyond - it established Expansis, a Xenel-owned human resources company.

Because the economy and social context in which Xenel operates was changing, Expansis needed to reflect modern, flexible characteristics, which was the challenge set for Proctors when Xenel approached us with the task of creating a brand for the new business.

The Proctors response
With a deep understanding of business in Saudi Arabia, developed over more than a decade, we undertook an in-depth brand development exercise, involving a series of workshops, brainstorming sessions and one-on-one interviews to establish key messaging and desired positioning for the new brand.

Keen to keep exploit the impressive reputation of the Xenel Group, whilst still appearing fresh and modern, we devised a brand for Expansis which was grounded in its most important asset - people.

Messaging and photography is all focused on Expansis people and the benefits they can deliver to their clients. All of this is set against a graphic style which is clearly Arabic, yet not exclusive.

The results
The new Expansis brand is now living and breathing in the business world, and is being rolled out across a series of communications, including PowerPoint presentations, printed documentation and online materials. It's all testament to the flexibility and fit-for-purpose nature of the solution.