MS Metals
Getting MS Metals to Lead the Future of Metal Solutions
With over four decades of expertise, MS Metals has become the go-to specialist in modern metal solutions, serving major industry leaders like Aramco, Red Sea Global, and ADNOC. As part of the ARCCO Group of Companies, MS Metals recognised the need to evolve, to consolidate its market leadership and prepare for a future defined by innovation, precision, and scale.
The Shift
MS Metals needed to transform its identity from a respected veteran to a future-focused leader. The challenge was to create a bold, progressive brand that not only reflected the company’s technological innovation but also set it apart in a highly competitive global market, forging a strong, lasting perception aligned with their ambitions.
The Breakthrough
Skyne repositioned MS Metals with a fresh and distinctive visual identity rooted in the idea of Transformation Through Innovation. The result: a strong, future-facing brand that captured MS Metals’ capabilities and ambitions, solidifying their place as the unparalleled experts in transformative metal solutions, regionally and globally.
Crafting a Brand Identity Inspired by Strength and Innovation
Skyne conducted a deep exploration into the metals industry and MS Metals’ operations, identifying flexibility, expertise, and innovation as the key differentiators. The brand identity was built on a powerful visual metaphor: two metal sheets bending and melding to symbolise transformation. A bold orange colour palette represented passion and precision, while the typography balanced strength and adaptability.
Innovation distinguishes between a leader and a follower.
Designing a Brand System for Global Impact
The new identity was applied consistently across digital and physical platforms: from corporate profiles to signage, uniforms, and vehicle branding. Every element reflected MS Metals’ new positioning, projecting trust, innovation, and industry leadership across all touchpoints
The new identity was applied consistently across digital and physical platforms: from corporate profiles to signage, uniforms, and vehicle branding. Every element reflected MS Metals’ new positioning, projecting trust, innovation, and industry leadership across all touchpoints
Lubna Farooqui
Creative Brand Strategist
We made sure that MS Metals was perceived as making projects smarter through metal. Located near NEOM, they brought ideas to life. We aimed to capture that very essence of visionary precision into a brand story that’s bold, just like their work