Petroleum Experts (PETEX) are an Edinburgh based engineering-software company. They are widely seen as one of the most innovative and forward looking companies in the oil and gas sector.

Their digital tools are used by production companies throughout the world and we were delighted to be the first creative company to work with them in over 20 years. We were asked to design ‘a visual representation that an engineer in Timbuktu could understand’ for their Digital Oil Field (DOF Suite.)


We carried out an almost forensic level of investigation to properly understand what the ‘Digital Oil Field’ was and its value to customers. We explored a wide range of potential messages before deciding that the software helps ‘companies better understand the commercial potential of their oil field asset.’ These words were the basis for further creative ideas.

Several ideas were mocked-up and the selected concept was based on the inner-workings of a telescope with each lens representing the five layers of the software. ‘A Clearer View’ was adopted as a tagline and a secondary advert was produced for a ‘desert’ scene in addition to the original offshore image.


Petex were delighted with the final result. We even received a glass paperweight, featuring the new ad, given at PETEX’s 25th Anniversary dinner. Many years on, the overall visual theme continues to be used today.

“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