The resultant concept focuses on BUTEC’s relentless journey to constantly expand and grow on a multinational level. This is graphically expressed by “opening the door” via the rectangular path of the BUTEC brandmark to boldly mark the 50-year legacy while keeping an eye on the future. It works in both English and Arabic. The primary colors of the original brandmark are kept but an accent deep orange is added to mark the occasion. The brand language is inspired by the architectural mapping and hatching system, map legends and technical detailing. This illustrates the business. All applications are done with meticulous care to highlight their know-how and expertise. Our work also involved revisiting the website alongside the site map and overall design. The outcome gave the work the attention it truly deserved, making the pride they feel towards their work shine.