The Arab Petroleum Investments Corporation (APICORP) is a multilateral development financial institution founded in 1975 by the ten Arab oil-exporting countries, providing corporate banking and investment solutions in the energy sector across the Middle East.

When Crowd were first introduced in August 2021, APICORP were going through an important transition in business operations with green-energy initiatives and required a creative agency with experience in sustainability to tackle the challenge of revamping their new website, capture their value proposition and drive key messaging to stakeholders through an interactive online experience.

Whilst also supporting their corporate communication department with creative services including the launch of their ESG and Green Bond Framework reports, Investor presentations and other comms collateral, our strategy team started the website process by conducting a landscape review and competitor analysis. Through data gathering, we were able to identify and define a keyword strategy that would shape our SEO approach when planning content requirements for the new website. 

The new multilingual platform is built in WordPress and caters for both English and Arabic users, providing complete flexibility for internal teams to control future page updates and new page creations.

Since APICORP’s core audiences are targeting global investors, bankers, researchers and journalists, another important requirement was to develop a dynamic media centre that would feature both new and archived media including webinars, interviews, podcasts and press releases. We worked with the client to categorise these resources with filtering functions that would support the positioning of APICORP as thought leaders and industry experts.

Encouraging personal development and career growth plays an important role at APICORP. To capture this core value most authentically, we worked with a Saudi-based production company to produce five short videos that delivered employee work culture benefits and featured these on both the Home and Career sections of the new site.

Overall, the website has been very well received both internally and externally with positive feedback on both usability and creativity. We delivered a best-in-breed website combining subtle animations and micro-interactions to make the content feel dynamic and interactive. 

To visit the website, go to

Why not take a look at our sustainability ebook which includes insights on how you can bring your environmental efforts to life through your marketing? You can download the ebook here.

If you need help in creating a world-class website for your brand or organisation, get in touch!


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