A large helicopter services provider needed to tell the world about its international coverage.
For seven years, Offshore Logistics and its US operating entity, Air Logistics, had been acquiring helicopter and air transportation companies worldwide, allowing each to maintain independent identities and operations.
When management learned that a key international client had no idea of the company’s size or global capabilities, the company asked Pennebaker to help build a consolidated brand.
During strategy sessions with their leadership, we confirmed that the company would benefit from a monolithic brand emphasizing a consistent client and employee experience around the world. Client research showed that one of the acquired companies, Bristow, had excellent name recognition in the United Kingdom, Europe, and Africa, and the name could appropriately reflect an integrated global provider.
Confidence in Flight. Worldwide.
We recommended establishing Bristow as the master brand, supported by a plan for all of the subsidiary companies to transition to a single Bristow brand over a period of three years. We developed a new logo and logo treatment.
Market research revealed that clients most valued safety, reliability, and service, which led to Bristow’s new tagline, "Confidence in Flight. Worldwide."
In support of the new, unified brand, Pennebaker developed graphic standards for stationery, signage, and collateral.
When the new brand architecture was ready for launch, we helped the company manage the implementation of this transition simultaneously in countries around the world. The pace of change in client recognition was astounding. Employee enthusiasm helped to accelerate the conversion to a single, strong brand around the world within 12 months.
Pennebaker also designed and developed the cornerstones of Bristow’s external communications, including the website, video, and advertising.
We recently developed an online customer portal for the business development and marketing team at Bristow. Using a self-guided format, this highly graphic presentation tool captures quick overviews and videos of hot topics for clients, with the added ability to drill down for more detail via the company’s website.