Case Study: Transforming AsphaltWorks’ Brand and Digital Presence with Khaled Digital Solutions

Introduction

AsphaltWorks, a leading asphalt contracting company in Saudi Arabia, partnered with Khaled Digital Solutions, a Riyadh-based design and digital marketing agency, to overhaul its brand identity and digital footprint. Facing stiff competition in Saudi Arabia’s booming construction sector, AsphaltWorks sought to modernize its image, enhance its online visibility, and communicate its expertise more effectively. The collaboration resulted in a 40% increase in website traffic and a 30% rise in client inquiries within six months.

Background

AsphaltWorks has been a key player in Saudi Arabia’s infrastructure development for over 15 years, specializing in road construction, parking lot paving, and asphalt maintenance. Despite their technical excellence, their outdated branding and basic website failed to reflect their industry leadership.

Khaled Digital Solutions, known for its strategic branding and tech-driven solutions, was tasked with repositioning AsphaltWorks as a modern, client-centric contractor aligned with Saudi Arabia’s Vision 2030 goals.

Challenges

1. Outdated Branding: A generic logo and inconsistent visual identity weakened brand recall.

2. Weak Online Presence: The website was non-responsive, poorly structured, and lacked critical information.

3. Marketing Collateral: Brochures and proposals were text-heavy and visually unappealing.

4. Competitive Pressure: New market entrants threatened AsphaltWorks’ dominance in key regions like Riyadh and Jeddah.

Solutions by Khaled Digital Solutions

Khaled Digital Solutions executed a three-phase strategy:

1. Brand Identity Overhaul

• Conducted a brand audit to identify gaps.

• Designed a modern logo featuring a dynamic road motif and a palette of asphalt black, safety yellow, and metallic gray.

• Developed brand guidelines for typography, imagery, and tone of voice.

2. Website Redesign

• Built a mobile-responsive website with an intuitive layout.

• Added key sections: Project Portfolio, Client Testimonials, and Service Breakdowns.

• Integrated SEO best practices and Arabic/English language support.

3. Marketing Collateral & Digital Assets

• Created sleek brochures, business cards, and project proposal templates.

• Launched LinkedIn and Twitter profiles to showcase projects and industry insights.

Implementation

• Timeline: Completed in 4 months (January–April 2023).

• Collaboration: Weekly check-ins ensured alignment with AsphaltWorks’ operational goals.

• Tech Stack: WordPress for CMS, Adobe Creative Suite for design, and Google Analytics for tracking.

Results

• 40% Increase in website traffic within three months of launch.

• 30% Rise in client inquiries, including requests from government entities in Dammam and Neom.

• Secured five major contracts worth SAR 12 million in Q2 2023.

• Enhanced brand recognition through cohesive visuals and social media engagement.

Client Testimonial

“Khaled Digital Solutions transformed how we present ourselves to the world. Their team understood our vision and delivered a brand that resonates with Saudi Arabia’s ambitious infrastructure goals. The new website alone has brought us clients we couldn’t reach before.”
— Ahmed Al-Farsi, CEO, AsphaltWorks

Conclusion & Future Plans

The partnership between AsphaltWorks and Khaled Digital Solutions highlights the power of strategic branding and digital innovation in the construction sector. With a revitalized identity and robust online presence, AsphaltWorks is poised to lead Saudi Arabia’s infrastructure transformation.

Next Steps:

• Launch targeted Google Ads and LinkedIn campaigns to generate leads.

• Develop 3D virtual tours of asphalt projects using AR/VR technology.

Contact Us
Ready to elevate your brand? Reach out to Khaled Digital Solutions at  www.khaleddigital.com.