Highlighting the role that ENOC plays in touching the lives of people, the new positioning statement reflects the company's four business lines, global footprint, and its commitment to corporate social responsibility initiatives and sustainable development.

Building on the ENOC logo to reflect the continuum of the organisation's operations, the new branding platform emphasizes the four key businesses of the company - Supply, Trading & Processing; Terminals; Marketing; and Retail .

Using a visual of a globe powered by the popular ENOC corporate flame, the new positioning gives a snapshot of the nature of business and the strong international inroads made by the company. The entire corporate branding platform is supported by the positioning statement: 'Behind every successful journey.'

"When we launched our 'galaxy' theme as our corporate branding statement six years ago, it reflected our growth ambitions at that time. Today, with an accomplished track-record in our operations, a wider geographic reach and strongly diversified business model, we are unveiling a new corporate positioning that perfectly encapsulates both our achievements and our future journey," said Saeed Abdullah Khoory, Chief Executive Officer of ENOC.

"'Behind every successful journey' highlights how ENOC has touched the lives of people and our commitment to take our organisation to the next level of corporate excellence," he added.

The new corporate imaging and positioning was developed by Entourage Marketing & Events, under the supervision and guidance of the ENOC's Brand & Corporate Communications Management team. It signifies that ENOC has now established its credentials as the 'Energy partner of choice' and has evolved to become an organisation that touches the lives of people across all facets. 

The new positioning will be used across all marketing and communications collaterals of ENOC as well as at all customer interfacing platforms. An integrated marketing campaign is also being planned to highlight the new strategic growth outlook of ENOC, including print, online and outdoor advertising, window branding at ENOC service stations, and advertising via RTA buses and Metro stations, among others.