Projects Network, cloud & cybersecurity · 2024–2025

INEOS Group.

Brand audit, strategy and a new identity for a Casablanca integrator of network, cloud and security: from a generic IT vendor to a group of specialists with one sign.

The INEOS logo in dimensional letters on a teal reception wall ClientINEOS, Casablanca SectorNetwork, cloud & cybersecurity Year2024–2025 ScopeBrand audit, Brand strategy, Brand architecture, Visual identity, Guidelines

01

Challenge

INEOS designs, integrates and runs network, cloud and security infrastructure for companies across Morocco and West Africa. Its people were its edge, yet its brand said none of it: generic letters, the red and blue every technology company uses, a cloud drawn inside the O and a tagline any competitor could sign. As the business grew into specialist entities, it also needed an architecture that keeps them under one name.

  1. 01 · Challenge
  2. 02 · Approach
  3. 03 · The delivered system
Creative direction and identity: Zaid Lakhel, BlackPlus. Brand strategy: Abderrahman Khomsi El Hassouni, Mehdi Bohsina.Visit the client website View on Behance The thinking behind the brand

Tech Forward.

Turn a trusted integrator into a group with a vision, without losing the people who made it trusted.

01

Positioning

From trust and security, where every integrator stands, to an inspiring vision with ambition, kept human.

02

Creative decision

The O becomes a switch: a bar drawn from the E to the centre of the O, IN reaching EOS.

03

System

An endorsed architecture: four specialists keep the INEOS name and the switch, each in its own colour.

Brand motion

The identity in motion.

Brand motionThe identity in motion
The identity in use

Brand applications.

Environment scenes are visualisations and mockups illustrate the brand system. The logotype, palette and typography are the client’s production files.

The INEOS identity before 2025 and four findings from the audit The name read in two movements: IN, the means, and EOS, the horizon Three signature territories and the chosen line, Tech Forward Brand architecture: INEOS and four endorsed specialists The O becomes a switch Construction: the bar is as thick as the stem of the I and stops at the centre of the O Logo system: primary lockup, clear space, vertical lockup, signature and symbol Colour: deep teal ground, one live coral, four specialist colours Typography: Cabinet Grotesk and Switzer The ring pattern drawn from the O Five explored routes before the switch Large-format poster with the coral ring field The symbol frosted on a meeting-room glass door Staff badge, tote, cap and lanyard Social media banners for the group and its specialists The identity live on ineos.ma since April 2025 Next projectUnivers Aquatique.View Available for new projects

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