Opportunity: With an international network spanning Asia, Africa and the Middle East, JEL provides engineering, procurement, construction and maintenance services across the project lifecycle. The opportunity was to unite its broad capabilities and diverse workforce behind a clearer brand, while strengthening its position as a reliable and flexible partner for complex engineering challenges.
Insights: Tangible identified JEL’s ability to adapt and deliver across different markets, project stages and operating conditions as a key strength. Its success was underpinned by enduring client partnerships and a workforce willing to learn, persevere and respond to complex challenges.
Results: Tangible positioned JEL around “Rise to the Challenge”, capturing the determination and flexibility behind its work. A refreshed identity used brackets to represent strong partnerships, while a timeline-inspired visual system communicated JEL’s capabilities across the value chain. The system was applied across communications, its website, workplace environments and signage. Founded in 1971, JEL has now delivered power and industrial projects in more than 30 countries.
The visual system Tangible created was inspired by JEL’s brand. As trusted partners committed to delivering reliable and flexible solutions, JEL uses a straightforward timeline graphic to express this flexibility across the value chain. We also refreshed the JEL brand identity slightly as the brackets represent the strong reliable partnerships they have forged with their partners and clients.
JEL’s multifaceted project management capabilities & strong global workforce gives them the flexibility to provide a full range of services in engineering, procurement, construction and maintenance. Their tagline of “Rise to the challenge” aptly underpins the importance of their unrelenting effort to learn and operate successfully in the face of challenges.
Tangible also designed a practical and straightforward system that could be applied to spaces and signage as well.
Visit: JEL
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Tangible Pte Ltd.
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#02-08,
Singapore 188584
+65 6338 6320
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