The future of energy

Challenge

In preparation for the global migration from fossil fuels, BW Offshore approached us to help redefine the brand for a new era. The initiative started with intricate questions around the scope of change and the relationship with other BW companies. The ensuing pandemic and global oil crises added more complexity. However, with the global energy transition accelerating, an opportunity existed to demonstrate BW Offshore’s stable operations and the potential to shift into other areas quickly.

Insight

Through our in-depth research and key stakeholder interviews, the need for a future-forward brand mission to help guide BW Offshore on its journey was apparent. In an industry that is key to combatting climate change, the brand looks to the next generation of energy through its passion for problem-solving and engineering solutions.

The brand needed to represent the core business of floating production storage & offloading (FPSO) and exploration & production (with BW Energy). It also needs to be capable of stretching into other types of energy like the acquisition of Ideol, a floating wind turbine company.

Answer

Rooted in core truth–an engineering mindset with bold ambition–we uncovered a new brand mission: “We engineer offshore production solutions to progress the future of energy.”

The strategy was realized through the visual representation of the horizon line on the open sea. Combining the existing palette with a modern gradient, the metaphor demonstrated the fresh new approach of the brand identity.

Finally, the refresh of the existing logo coupled with the horizon imagery and a modern typeface created a contemporary brand boasting a rich heritage future-proofing BW Offshore to the winds of change on the horizon.