How can you create a standout brand in a stagnant industry?
Two leading industrial giants, GE and McDermott, realised that new engineering projects within oil and gas were either not being commissioned, or taking way too long and costing way too much. So they created a new consultancy with a new way of thinking. When we were briefed, it had a clear vision – but no clients, employees, premises, brand or even a name. Our challenge was to create that brand, launch it fast and make a big impact.
Our starting point… Powerful thinking
We established that the immediate task was to recruit a large number of engineers, from both the oil and gas industry but also from unrelated sectors – both ‘left and right-brain thinkers’. We started with the core idea of ‘Powerful thinking’ – how could we remind engineers of why they first chose engineering and inspire them that this was the place they could reengage with that passion.
We then built the brand from that core idea – a brand that would be content-led, creating standout on an editorially-lead website and across Linkedin and Twitter. Something unknown for the industry.
The radical nature of the consultancy was reflected through the name and identity, all which feature the concept of a ‘splice’ which can be used to demonstrate thought leadership through headlines and imagery.
Over the first 18 months we created content on a weekly basis, which helped attract talent, earn over 450 pieces of coverage and catch the eye of clients.
The brand identity was recognised with Gold wins at the Transform Awards and London Design Awards along with the website and content winning Best use of Digital in Energy at the Digital Impact Awards
Our hub content had engagement levels on Linkedin 400% above industry average