Part of the Energy Capital Group, APEX Industrial Services is an innovative, end-to-end industrial solutions provider formed through several mergers, notably the former AUJAN Industrial Supplies & Services (established in 1977), creating a cross-sector Saudi leader. Driven by a vision to enhance operational efficiency and promote sustainability, it serves key players in the Oil and Gas, Petrochemical, Power and Water, and Metals and Mining industries.
As APEX rapidly expanded its industrial footprint through the acquisition of specialised firms providing solutions to the region’s critical industries, Boxon was tasked with branding the parent company and unifying these diverse business lines under a cohesive brand architecture that reflects its commitment to service and innovation.
The Solutions
Boxon led a complete branding for Apex, creating a brand platform and architecture, communications strategy, and digital platform that positioned the brand as a preferred partner for industrial leaders.
Branding
Brand Strategy
APEX Industrial Services’ branding began with collaborative workshops to define core values. This informed a comprehensive brand strategy that built its identity to reflect expanded capabilities and market presence. A refined brand voice balanced technical authority with a more accessible tone, guiding a unified brand architecture, visual identity, and bilingual website design that highlighted its multiple expertise while signalling progress.
Brand Architecture
APEX Industrial Services’ brand architecture was purposefully defined to express core values and key legacy elements. An interconnected structure across the parent brand and subsidiaries ensured alignment in positioning, naming, and identity.
Visual Brand Creation
APEX’s brand identity streamlines the complexity of its industrial sectors into a modern, forward-looking aesthetic. A custom serif logotype conveys precision and progress, while a vibrant green arrow and fortress green palette reinforce momentum, resilience, and its position as a future-focused leader in Saudi Arabia’s industrial transformation.
Brand Applications
Brand applications extended the new identity across key touchpoints, ensuring consistent and effective implementation in physical, digital, and corporate environments while reinforcing a distinct brand presence.
Brand Guidelines
Brand guidelines established a clear framework for applying visual and verbal identity, providing detailed standards to ensure consistency, protect brand integrity, and guide all internal and external communications.
Brand Rollout Plan
The brand rollout plan introduced APEX’s new identity through consistent application across physical, digital, and communication touchpoints. Supported by strategic digital placements generating over half a million impressions, the launch successfully introduced the brand with a modern, unified presence that clearly signals its direction to stakeholders.
Communications
Corporate Communication Strategy
Supported by tactical calendars, the corporate communication strategy established a unified framework through the creation of a messaging house, aligning diverse business units under a structured industrial platform.
By delivering a clear and consistent narrative across internal and external audiences, we built confidence during the transition and ensured stakeholders understood the value of the merger, while keeping them engaged throughout.
As a result, the brand’s market positioning was elevated, reinforcing its standing as a stronger, more capable leading industrial force.
Content Creation
The content creation phase delivered high-quality assets, including corporate profiles and executive speeches, to communicate authority and vision. Supported by a robust digital communication suite, it ensured consistent, strategic messaging across platforms, transforming complex industrial offerings into clear, compelling narratives for a professional audience.
Design
Publications Design
Boxon designed APEX’s corporate profile, balancing technical depth with a clear visual language to create a cohesive document that reinforces credibility and effectively communicates the company’s value proposition to key stakeholders.
Advertising Campaigns Design
For advertising campaigns, we created a versatile master artwork system featuring the new logotype and refined green palette, symbolising sustainability and modern industrial growth. This unified visual language and taglines ensured a consistent, impactful representation of APEX’s brand across all campaign touchpoints.
Digital
User Interface (UI) Design
To transform APEX’s refreshed visual identity into a dynamic, responsive digital experience, we integrated high-fidelity aesthetics with technical functionality. The website became a primary communication tool that showcases the company’s expertise and reinforces its evolution as a modern, tech-forward leader in the industrial sector.
Website Design & Development
Boxon applied a focused UX strategy to create an intuitive, bilingual platform. A well-structured information architecture ensured seamless navigation and clear presentation of APEX’s complex industrial offerings, balancing functional depth with user-friendly accessibility for both regional and international stakeholders.
The digital marketing approach implemented a comprehensive social media strategy to amplify APEX’s new brand identity. Through targeted content creation, active management, and community engagement, the brand maintained a consistent online presence while turning its social platforms into interactive hubs for stakeholder dialogue and business growth.
Production
Offset & Digital Printing
To support the physical brand presence, we managed both offset printing and digital printing requirements, ensuring the new visual identity was translated accurately across all high-volume and on-demand collateral. This provided APEX with a suite of professional, high-quality tangible assets that maintained colour consistency and brand integrity across various paper stocks and formats.
