Challenge
How do you create a sector leading new brand for a JV between three companies? How do you inspire a merged workforce of 11,000 at launch? And how do you set the business up for success with a ground breaking identity?
The joint venture between SLB, Aker Solutions and Subsea7 was a complex transformation project which combined SLB’s and Aker Solutions’ subsea businesses, creating a new company which overnight became the world’s leading subsea technology and solutions provider. A company whose innovation could play a critical part in creating a sustainable energy future.
Our objective was to create a new brand with a story that internally resonated with employees, and an identity that befitted this new subsea powerhouse that would excite all stakeholders and customers.
Brandpie gained a deep understanding of each business – the inherent cultures and the organizational complexities and dynamics – to enable us to deliver a full-service brand transformation program, co-created with the client. And in so doing, support the creation of a new culture for the merged joint venture.
Idea
Underpinning every element of the work was the new purpose of ‘Expanding the frontiers of subsea for a sustainable energy future’, and market-leading positioning of ‘Driving the new subsea era’.
Great attention was paid to the building blocks for nurturing a new shared culture, through the formulation of values and behaviors. Momentum to launch day was built through an informative and bottom-up employee engagement campaign; assets were created for presenters to reveal the new brand story on Day 1, and a communications program sustained that momentum thereafter.
The visual identity and design system surpasses anything previously attempted by competitors, truly setting the bar for the sector. The brand was taken to market via a new website, digital assets, and an advertising campaign complete with launch video.
Showing Scale
Demonstrating the size of products and the intricate manufacturing process is a challenge in this sector. To tackle this, we created visually appealing yet technical product images. By adding common objects to the scenes, customers can gain a better sense sense of the product's size and understand the technology and processes involved.
Bringing People Together
At the heart of OneSubsea is the collaboration of their people. We used a photographic style with horizontal lines to connect images, uniting employees from around the world and sharing their stories about work processes and locations.
