The Oil and Gas Year – Kuwait 2017 Edition
BAKER HUGHES – Kuwait 2017
This ad for Baker Hughes was designed for The Oil and Gas Year’s Kuwait edition, aimed at energy sector professionals and key industry decision-makers. As the creative art director, I developed a concept that visually captures the company’s promise of performance: a keyhole revealing stacked oil barrels, symbolizing the unlocking of greater production from wells. The metaphor underscores Baker Hughes' role in enhancing oil extraction through advanced technologies and optimization programs.
The project required balancing corporate identity with regional relevance. While staying true to Baker Hughes’ strict branding standards, I crafted a visual narrative rooted in Kuwait’s key strength — petroleum. The final artwork not only aligned with Baker Hughes’ global positioning but also resonated with the local market context. Despite limited direction and assets from the Kuwait office, the ad was finalized and published ahead of Baker Hughes' merger with GE Oil & Gas in mid-2017.
Unlock more production from your wells
The ad uses powerful symbolism to communicate that Baker Hughes opens the door to higher recovery and efficiency for energy producers, making them an indispensable partner in Kuwait’s oil strategy.
To position Baker Hughes as a forward-thinking solutions provider in the oil and gas sector, capable of delivering production-enhancing strategies that are both innovative and field-proven. The ad aimed to reinforce trust in Baker Hughes' capabilities just as it was entering a major new chapter through its merger with GE.
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No visual assets or direction were provided by the Kuwait branch.
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Negotiation and approval took significant time due to internal transitions during the merger period.
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Ensuring adherence to Baker Hughes’ brand identity while tailoring the ad for a regional publication was particularly challenging.
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Delivered a clean, strategic visual that was approved and published in TOGY Kuwait 2017 despite the limitations.
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Successfully fused metaphorical storytelling with corporate visual standards.
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Created a visual that continued to stand strong even after the company's identity shifted due to the GE merger.
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