🏆 Transform Awards MEA 2024 — Gold & Silver Winner
Transforming fragmented industrial operations into an award-winning masterbrand that turns waste management into a daily habit.
Invent
Client
Masar (Consolidation of BCC & APF)
Industry
Environment, Infrastructure & Manufacturing
Services
Brand Strategy, Brand Naming, Identity System
Accolades
Gold & Silver Winner — Transform Awards MEA 2024
Year
2023
Fragmented Operations & The Household Stigma
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Operational Split: BCC (paper) and APF (plastic/metals) operated as separate entities with fragmented visual systems and limited material capacity.
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The Root Issue: Over 70% of waste originates from household consumption, yet recycling remained a complex, non-habitual chore rather than an effortless daily routine.
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The Root Task: Merge two industrial giants under one unified masterbrand (Masar) to support a mega-factory for all recyclables, structuring a B2B authority while building the foundation for future consumer engagement.
02/ The Strategy & Thinking (Structure)
From Fragmented Recyclers to One Unified Path
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Strategic Naming (Masar – مسار): Rebranded the consolidated mega-factory to “Masar”—establishing a single, clear path that elevates recycling from a transactional task into a sustainable habit for institutions and citizens alike.
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Dual-Layer Architecture: Engineered a robust B2B masterbrand capable of handling heavy industrial operations and government partnerships, while leaving space for a scalable consumer-facing app ecosystem when market conditions mature.
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A Habit-Driven Identity: Shifted the visual tone away from traditional industrial grey/green to an approachable, energetic system built around behavioral engagement and clarity.
03/ Identity & Execution
Engineering a Habit-Driven System
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Visual Simplification: Replaced generic industrial green/grey clichés with a bold, energetic visual framework designed around movement, clarity, and structural precision.
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System Flexibility: Developed a cohesive identity system that scales seamlessly from heavy machinery, industrial trucks, and facility signage down to digital interfaces and consumer touchpoints.
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Messaging Architecture: Drafted a unified tone of voice that speaks with authority to corporate partners while remaining accessible to the broader public.
04/ The Impact & Results (Growth)
National Authority & Regional Recognition
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Industrial Consolidation: Successfully integrated BCC and APF under a unified operational brand, positioning Masar as the region’s premier all-in-one recycling authority.
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Scalable Blueprint: Established a future-proof foundation ready to deploy direct-to-consumer digital tools as regional export markets stabilize.
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Industry Distinction: Honored with Gold for Best Naming Strategy and Silver for Best Visual Identity (Engineering & Industry) at the Transform Awards MEA 2024.
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Key Takeaway
We didn’t just design an industrial logo; we engineered a behavioral framework. By consolidating two specialized recyclers under Masar, we turned a fragmented industrial operation into an award-winning national brand capable of driving long-term change.
”We worked with inovaline to develop a brand for our Group, which has been in operation since 1979. The task was extremely difficult, as the Group already had an extensive track record and good will built with the previous brand. However inovaline rose to the challenge and delivered a proposal that best represented our heritage, and values. We are thrilled with our decision to appoint inovaline for the branding exercise, and we definitely will consider them for any other jobs moving forward.
Hameed AlmajedChief Executive Officer
