Engineering Simplicity

Petroleum Experts, Engineering Simplicity

Infographic Design | Identity Design | Graphic Design

Petroleum Experts are an Edinburgh-based petroleum engineering and structural geology company which develops a wide range of software tools that are seen as industry-leading in their respective sectors. They have a team of highly skilled professionals with experience in petroleum engineering, structural geology and engineering software. The company has a number of offices in different countries and an international client-base including some of the biggest oil/gas production companies in the world. The company Founder, Hamid Guedroudj, has been the recipient of a number of prestigious awards, they have a unique outlook in the industries they work in, a distinct culture and (before working with the loft) had never used a creative agency to help them communicate their solutions in 25 years.

One of the biggest challenges Petroleum Experts face in winning new business is that they have to win over the hearts and minds of a number of different stakeholders including engineers, project managers, financial staff, c-level executives, etc. Their solutions are rightly seen as transformative for their sector but sometimes communicating this to such a wide range of different people can be a challenge. With that in mind, we were asked to create an advertisement for Petroleum Experts with the simple brief being to come up with ‘a visual representation that an engineer in Timbuktu could understand’ for their Digital Oil Field (DOF Suite.)

Creating a visual that would communicate the beautiful simplicity of Petex’s Digital Oil Field concept to as wide a range of stakeholders as possible was the brief given and this was the response. Two telescope-inspired print advertisements showing a user observing their oil field asset through the prisms of 5 different lenses. These were shared in engineering magazines worldwide and was the main outcome of our work with Petroleum Experts. 



The stunningly informative advert was used in a very wide range of places for Petroleum Experts – as a print advertisement, on the front of their website, within company presentations, etc. As part of our work, we forecast a range of other ways it could be used including as a large-format advert in the various airports of cities where there is a significant Oil & Gas community. Cities such as Aberdeen, Texas or Abu Dhabi.


The general idea of the telescope concept was used in a wide range of communications for the DOF-Suite. Several years on, the idea is still used to communicate the Digital Oil Field concept on the PETEX website and in trade-shows, etc. It is also widely used on print/digital PDF brochures too. 



The reference visual created was even re-produced in glass for this very special monument to celebrate PETEX’s 25th Anniversary.



And spawned new ideas – oversized 3D-printed telescopic lens for a true real-life demo anyone? Another idea that was presented to Petroleum Experts as part of our collaboration. 


Working with Petroleum Experts was one of the most enjoyable experiences in the loft’s short history. 

Back To Top |Back To Case-Studies | Contact THE LOFT



The project essentially started by spending quality time with the engineers, software developers and even the management team at PETEX in their Edinburgh head-office. We wanted to get a very firm grip on what was special about the software and how we could communicate this to a variety of different people who think in different ways. Finding a visual metaphor to summarise the intelligence of the Digital Oil Field Solution required a lot of thorough research. Considerable time was spent learning about the intricacies, benefits and smartness of the software. Here is just a tiny glimpse into some of the images that we explored as part of a very all-encapsulating research. 



We moved into sketches very quickly. Early concepts were exploratory, abstract and primitive. As you can see, we made widespread use of pencil sketches to communicate ideas. 



We went through several phases of concept presentation before sending the presentation sheet above. The 6 sketches above showcase the final concepts that we presented to the team at Petroleum Experts. Each one finding a unique way to showcase the value of their software solutions to others. We explored several messages and interpretations of those messages – Rational Thought, Heightened Awareness of Your Oil Field Asset, Rationalising Your Oil Field Asset, Optimising The Commercial Potential of Your Oil Field, etc. As can be seen – each of these ideas were communicated with an incredible depth of thought and creativity. 

Back To Top |Back To Case-Studies | Contact THE LOFT



A decision was made to use the ‘telescope lens’ theme. The DOF suite had 5 layers – each layer giving a user a more accurate representation of the commercial potential of the oil-field asset. (Some exploratory sketches above.)



Much development work went into the design of individual lens details.



Final advertisements were prepared for both desert and ocean oil-field scenarios. 

Back To Top |Back To Case-Studies | Contact THE LOFT



As mentioned above, the stunningly informative advert was used in a very wide range of places. 


We explored further ideas to assist PETEX, which includes creating a simple jigsaw puzzle for the boardroom table – taking people through the idea that all of the various elements of an oil-field must fit together – ‘An integrated Solution.’



And new brochure ideas too – in this case also showcasing the importance of an integrated solution. 

Back To Top |Back To Case-Studies | Contact THE LOFT | Visit the Petroleum Experts Website