Arabian Drilling

Transforming a Titan: A Comprehensive Future-Ready Brand & Digital Evolution

Overview

Arabian Drilling is a prominent player in the Saudi Arabian gas and oil drilling industry, offering both onshore and offshore drilling services. Founded in 1964 with a single drilling rig, the company has experienced significant organic growth over the years, becoming a trusted partner to major clients like Saudi Aramco, Al-Khafji Joint Operations, and Schlumberger.

The Challenge

After 50 years of unparalleled growth, moving to the next phase in its trajectory, Arabian Drilling sought to emphasize its strong legacy and vision for the future highlighting its growth potential and commitment to long-term sustainability. The challenge lay in successfully rebranding the organisation for the first time in 50 years while maintaining its core values and ensuring positive stakeholder and investor reception.

The Solutions

Boxon formulated an integrated strategic approach for Arabian Drilling, revitalising its corporate identity and online presence to articulate its enduring value and future trajectory. The result yielded a cohesive market presence, elevating perception and reinforcing trust among key parties.

Branding

Boxon's meticulously planned rebranding of Arabian Drilling was a triumph of strategic planning and execution, demonstrating our expertise in the field. Through extensive discussions, meetings, and focus groups involving top management, board members, and representatives from across the organisation, Boxon successfully identified Arabian Drilling's vision, mission, and core values.

The tagline "Driving Value, Delivering Excellence" perfectly captured the essence of their operations.

Boxon's commitment to understanding Arabian Drilling's core values led to the creation of a dynamic logo that embodied their STRIVE principles: Safety, Teamwork, Reliability, Integrity, Value, and Environment.

To ensure a seamless transition, Boxon developed a comprehensive Organisational Change Management and Communication Plan, which included a highly effective brand ambassador program. This program empowered employees from all levels to become advocates for the new brand identity, fostering a culture of change and ownership.

Boxon's efforts resulted in a brand identity that accurately represented Arabian Drilling's values and aspirations. This carefully crafted brand has continued to define the company's efforts and has had a lasting impact on its success.

We incorporated the idea of excellence throughout the company’s entire rebranding process. Theredesigned logo embodies their commitment to solid partnerships, leading positive change, and comprehensive offshore and onshore capabilities.

Through this process, Arabian Drilling successfully repositioned itself as a leading force in the drilling industry by strengthening its brand identity which projected a forward-thinking image and highlighted its commitment to sustainability and innovation. It reinforced trust and confidence among existing stakeholders, including potential investors, employees, and consumers. The organisation positioned itself as an attractive investment by highlighting its growth potential and effectively supported its ambitious goals of increasing market share and meeting rising drilling demand. This was reflected in its subsequent IPO which had a subscription coverage of around 61x of the total shares offered.

Website

We built a fully integrated and comprehensive website for Arabian Drilling that embodied their brand identity. By strategically utilizing their employees as models in expertly planned photography and videography sessions, Boxon created a website that not only celebrated their illustrious legacy but also projected their forward-thinking vision.

A pivotal aspect of this project was Arabian Drilling's IPO strategy, which we supported by developing a website with several crucial API integrations that served as a comprehensive resource, highlighting essential facts and figures for investors seeking further insight into Arabian Drilling's technical and financial landscape.

Visit IPO Website

Our team's commitment to providing support and updates played a crucial role in elevating Arabian Drilling's IPO aspirations, paving the way for sustained growth and future success.

Visit Website

Brand Launch Campaign

A strong brand is what makes a business distinct. The brand image we created for Arabian Drilling was a combination of elements that defined the company's creed, complemented its legacy, and reflected what it stood for. Then, using a consistent voice and unique aesthetic, we showcased its image through successfully executed brand applications that clearly portrayed the company's market positioning in a well-executed brand launch advertising campaign plan.

With carefully planned videography and photography, combined with a consistent brand presence across all marketing materials and customer interactions, we established a strong foundation for future marketing initiatives.

Production

Having successfully reinforced its image as a prominent global leader, we collaborated with Arabian Drilling for the production of their impactful "Black Gold Journey" campaign. Our team worked hard to produce an informative and engaging video aimed at anyone who is not fully familiar with the company's industry. Our creative input, including storyline development, took the audience on a fascinating journey through the drilling industry. The high-end explainer video, featuring 3D character animation, delved into the details of the drilling process in a video titled 'Drilling for non-drillers' and was divided into five digestible sections.

Publications

Boxon also played a crucial role in developing a curriculum for the Arabian Drilling’s training institute. This curriculum was designed to enhance the skills and knowledge of Arabian Drilling's employees.

We also created Arabian Drilling Annual Report, which provided a comprehensive overview of the company's performance, financial results, and future outlook. These additional initiatives further contributed to Arabian Drilling's successful repositioning and provided valuable resources for the company's continued growth.