Petroleum Experts are one of Scotland’s most successful private companies, providing engineering solutions through a range of software products for the oil and gas sector. They have won prestigious awards such as the ‘Queen’s Award for Enterprise,’ along with personal awards for their founder Hamid Guedroudj, including the ‘Ernst & Young Entrepreneur Of The Year 2014’ and ‘Scotland’s Entrepreneur of The Year 2013.’ Their software tools are used by oil and gas production companies throughout the world. One of their solutions ‘The Digital Oil Field (DOF Suite)’ is a key product for Petroleum Experts and we were delighted when they asked us to explore new ways to communicate the essence of their ‘Digital Oil Field’ concept to customers. The next stage was to create a series of advertisements and visual images that they could use in sector-specific journals, to be extended to trade shows.


The loft carried out an incredibly thorough research phase to properly understand what the Digital Oil Field was, and its value to customers. We were tasked with designing ‘an image that an engineer in Timbuktu could understand.’ Our research helped us to define a key message that the ‘Digital Oil Field’ software helps companies better understand the commercial potential of their Oil Field Asset. We eventually created a range of different images and presented them as potential adverts. The selected advert was a telescope with each lens providing a more magnetised, informed and clearer picture of the Oil Field. The five lens represented the five layers of the Software.

The team went through many phases to bring the adverts to life. We explored both one and two-point perspective images and particular attention was given to ensure that each of the layers were accurately represented in the final composition. The perspective of the individual layers were designed to show that each layer helps a user gain a better perspective of what is happening with the oil field asset. The figures were chosen to be representative of the broad demographic of  the customers of the company. Finally, a tagline of ‘A Clearer View’ was selected which perfectly illustrated what the ‘Digital Oil Field’ does — it gives a clearer and more accurate summary of the oil field asset. A secondary advert was requested for a ‘desert’ image in addition to the original offshore image.


The final adverts have been very well received by Petroleum Experts. They have been used in various industry-specific periodicals and trade show advertisements. We were delighted with the final results as well as the client. In 25 years of successful business, Petroleum Experts had never used a creative agency. We were privileged to be the first creative company to be asked to bring their ideas to life. One of the most satisfying elements of this collaboration was the creation of glass paperweights which feature the new advert. Petroleum Experts distributed these at their 25th Anniversary dinner in 2015.

“The team at the loft created an image that visually captured the remit we set — our business, our industry sector and a technology message — in a visually attractive way. Their team spent quality time with us to understand the spirit of what we wanted to be captured and then, through several iterations, came up with the final images which we are very satisfied with. These images are used in publications, product brochures and on our website”

James Woodrow, Petroleum Experts Limited