In 2010 and 2011, the development of an integrated strategy for Tap Maintenance & Engineering, culminated in the "Oriented to you" campaign. This international campaign was based on the integration of some basic assumptions of the previous campaign (also developed by Fluor) allied to a new concept. These aspects such almost global coverage, technical capacity, specialization, human factors and environmental concerns were worked either graphically or textually under the concept of orientation. This concept has been materialized using cardinal points and the headline "Oriented to ..." followed by different specializations. Besides the advertising, Fluor was responsible for the design of visual spaces to promote Tap M&E in international fairs as well as a corporate video and a line of merchandising.