Protec launches new brand identity with extensive redesign and restructuring


Protec launches new brand identity with extensive redesign and restructuring

Protec launches new brand identity with extensive redesign and restructuring

United Arab Emirates – Protec refreshed its brand with a new logo, richer brand colors and a new user-friendly website. Far from being a superficial change, this rebranding is the culmination of nearly two years of thoughtful consideration, research and changes to structure, management and processes. With customer experience driving the change, Protec is thrilled to finally present its new identity and is confident that its modern, minimalist look will resonate with its customers.

“We wanted to create a brand that expressed our own sense of aesthetics, showcased our commitment to quality and instilled in our customers the trust that we ‘get’. Our detail-oriented approach has not changed. We have built a great reputation for consistency and reliability, especially at high level events and our obsession with this perfection remains true. We wanted to modernize and refresh our image to reflect our vision for the future and the positive operational changes we have introduced. These changes must be ongoing and committed to continuous improvement and reflection as we enter a new season. I strongly believe in a customer-centric approach and let the customer journey, pain points and feedback drive the process, from choosing the brand aesthetic and designing the website user experience to faster response times to requests. Our goal is to build and grow relationships with existing customers and develop a brand that resonates with and attracts new customers. We have sufficient resources and expertise to deliver the most creative briefs with precision and finesse. On that note, we wanted a short tagline to communicate how we put our clients first, listen carefully to their briefs, and deliver inspiring solutions based on our knowledge and experience. We think “Your vision, our expertise” communicates this succinctly. We have worked hard across all departments to make substantial changes and believe the time is right to introduce the new Protec to our customers, just at the start of the season,” said Eimear O’Brien, Marketing Manager.

Behind the scenes, Protec’s 70-person team in the Middle East optimized its processes and procedures, including the introduction of new SOPs and resource planning and leasing software. In April, they had their ISO 9001:2015, ISO 14001:2015 and ISO 45001:2018 accreditation inspected and reissued, confirming their continued commitment to quality, safety and minimizing environmental impact. There have been new additions to the organization, including a new general manager, Matt Allen. Matt has extensive industry and management experience in the region and has a fresh and upbeat approach to the role of Managing Director.

“Protec has 96,000 square feet of warehousing space storing an incredible inventory of industry-favorite kits, allowing us to run major events on our own without depending on market supply. Especially now , at a time of massive supply chain issues and kit shortages, Protec is in an excellent position to enter the new season to meet the needs of our customers at short notice, especially when access to resources has become an issue. predominant factor in today’s market. Our autonomy helps us to keep our prices competitive. Having made significant investments in lighting and video in 2020 and with a dedicated team and facilities in place, we offer our customers a complete package of solutions, from technical production to custom sets and scenic pieces.We can do it all under one roof, which makes it a little easier the lives of our customers. I have worked hard with the operations team to improve procedures and processes to ensure that we exceed our customers’ expectations and that operationally we are running as smoothly as possible. I have full confidence in my team and what we have to offer. We plan to build on our existing operations in Saudi Arabia (Kingdom of Saudi Arabia) and hope to have a team on the ground soon. We have collectively worked hard to make real change and I can’t wait to see it pay off this season,” added Matt Allen, General Manager.

Protec relied on its internal resources during this redesign, in particular its scenic workshop which includes a CNC machine and a paint booth. Using repurposed and stock materials, the team refreshed the reception area and updated interior and exterior branding. One of the most impressive additions to Protec installations is the preview suite. This soundproof darkroom with a separate recording booth provides employees and clients with an immersive viewing experience to aid in event planning and viewing. With a separate recording booth, Protec offers the ability to record content or voice and much more.

This new branding extends to the entire group, with the UK branch also associating itself with the new brand identity. Protec has a legacy of over 20 years of organizing major world-class events including the spectacular live opening ceremonies of IDEX 2013 -2019, the UN-Habitat World Urban Forum in Abu Dhabi, UNITE with Tomorrowland , the opening ceremony and command center of the World Defense Show 2022, the launch of the Qiddiya entertainment project, the launch of the Saudi E-Visa, the opening ceremony of the MENA Special Olympics, the visit of the Pope François in Abu Dhabi and the opening ceremony of the Dubai Water Canal to name but a few.

Protec launches new brand identity with extensive redesign and restructuringProtec launches new brand identity with extensive redesign and restructuring

November 22, 2022

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