The Context/Challenge

As an international group of companies, Petra required a visual evolution that moved away from dated aesthetics toward a more energetic and authoritative presence. The challenge was to maintain the brand’s heritage – specifically its gold-and-silver palette – while creating a minimalist system capable of performing across diverse global marketing assets.

The Creative Solution

I redesigned the identity using a strict geometric grid to bring structural integrity to the lion emblem and typography-led design. By stripping away ornamental complexity and introducing a bold sans-serif typeface, the new logo achieves professional clarity and “energetic” weight. The resulting visual identity is built for longevity, ensuring the brand remains clean and legible whether it’s on a digital screen or a physical uniform.

Key Deliverables

• Logo Design & Brand Identity: A comprehensive redesign focused on mathematical balance and modern aesthetics.
• Corporate Stationery: Business cards and letterheads designed for high-end professional networking.
• Marketing Collateral: Digital and printed brochures, posters, and directional signage systems.
• Uniforms & Apparel: Logo applications optimized for embroidery and large-scale textile printing.

Technical Stack

Adobe Illustrator, Adobe Photoshop, Adobe InDesign.

Project Impact

The revamped identity successfully positions Petra as a robust international leader, providing a unified and modern brand voice across all global touchpoints.