Challenge
Viridien had been providing products and services to the oil and gas industry for over 90 years, enabling clients to optimize the discovery and development of natural resources. As the market-leading geoscience business, they are experts in understanding and solving the world’s natural resource, environmental, and infrastructure challenges more efficiently and responsibly.
Like many businesses in the energy industry, they were looking to diversify their products and services into new markets to grow.
Following the divestment of its marine and acquisition business, the timing was right to reposition the business and brand to project a new company to its stakeholders, to reaffirm their leadership position, raise awareness of their world-leading offer and attract new customers in new markets.
Idea
Working with key members of the executive team and using our online collaboration tool, VYTALS, to engage employees around the world, we sought to elevate Viridien’s value and the broader role they play in the energy transition. Involving employees in the process was an important step to ensure the solution was as authentic as it was inspiring.
First, a purpose was developed to elevate Viridien’s unique role in the world and the value they bring to their stakeholders: “We combine human ingenuity, data and new technology to understand and solve the world’s natural resource, environmental and infrastructure challenges for a more sustainable future.”
This shaped a new brand positioning, values, and visual identity to amplify the purpose in the market and reinforce Viridiens’s future ambitions.
Results
employees engaged in the process
revenue from growth in new markets
A revitalized brand to build competitive advantage
The brand positioning is encapsulated in the tagline, “See Things Differently”, reflecting Viridien’s unique perspective on the earth, leading to better decisions and outcomes for their stakeholders and the planet.
The next step was to update the values of the organization, building on their distinctive culture and reinforcing the behaviours Viridien need to achieve their future goals.
Brandpie helped us clarify our purpose and brand, repositioning us as a future-facing technology and data business to successfully diversify into new markets.Johanna Strengers
Group Communications and Brand Director, Viridien
Progress powered by purpose
The new purpose enabled the business to pivot from an oil field services company to an advanced technology, digital and earth data business, successfully diversifying into new markets.
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A brand relevant for tomorrow
The brand positioning and tagline emphasizes Viridien’s critical role in enabling the energy transition, the prediction and prevention of environmental disasters, and much more.
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Igniting culture
Employee insights shaped the new purpose, brand, name and values to capture the unique culture and ambition of Viridien’s employees.
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