Case Study: Archer
Uniting behind a common purpose and a bold brand
Uniting 8,000 people from seven specialist companies, 19 countries and 100 locations behind one new challenger brand
Uniting 8,000 people from seven specialist companies, 19 countries and 100 locations behind one new challenger brand
The Brief
Archer is a global oil services company with a traditional North Sea heritage that stretches back over 40 years but limited global clout. In 2011, the board made several acquisitions, each with a deep heritage in delivering wells and improving well performance. This created an ambitious new organisation that was double the original size which had operations in the major basins within Europe, North and South America and the ability to expand rapidly throughout the Middle East, Asia Pacific and West Africa. To thrive in these fiercely competitive markets, Archer needed to quickly unite this disparate group of employees behind a common purpose and brand in order to become more relevant, more competitive and more profitable in their target markets.
The Approach
Recognizing that building pride was key to setting the business apart, the team developed a creative, distinctive brand identity that reflected Archer’s strong personality and focus on delivering the highest quality products and services.
The team began with a rigorous examination of Archer’s place in the market and in collaboration with the leadership, created a succinct and stand-out corporate positioning. This was then applied to every aspect of the brand journey – from brand architecture to workwear, signage and digital marketing touchpoints, including a new website, marking the start of the new era for the company.
The Results
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+44 (0) 1173 700 092
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UK
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TX 77056, USA