Building trust into an engineering brand. AFM identified a gap in the Gulf Marine market – they had the ability to provide premium marine servicing to both leisure yachts and multi-million dollar vessels. Current after-sales and marine servicing was not up to the standard yacht owners paid for their craft. AFM built a team of engineers and technicians that were unmatched in the industry, and wanted a brand that could convey this. AirSpace conducted brand workshops and interviews to assist Al-Futtaim Marine in building a powerful brand strategy. Under the direction of ‘Trusted Guardian’ AFM applied itself to protecting its customers property and championing its engineers attention to detail and workmanship. Inspired by the craftsmanship the design and branding focused on the quality and engineering precision. This in turn inspired a marine language of graphic symbols, ripple patterns, marine iconography and fresh, clean photography.