Petroleum Experts (PETEX) provide engineering solutions through a range of software products for the Oil & 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 when being asked to design ‘a visual image 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 uncovered the key message that it helps ‘companies better understand the commercial potential of their oil field asset’ and this discovery resulted in a range of different creative ideas.

The selected concept was based on the inside of a telescope with each lens providing ‘a clearer view’ of the oil field. The five lens in the visual represents the five layers of the software. ‘A Clearer View’ was adopted as the tagline and a secondary advert was produced for a ‘desert’ scene in addition to the original offshore image.


The client was delighted with the final results. One of the most satisfying elements of the collaboration were the glass paperweights, featuring the new advertising, and distributed at PETEX’s 25th Anniversary dinner.

“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