Marine engineering brand created for LOC
Firedog has created a dynamic and flexible engineering brand identity for London Offshore Consultants. LOC is global marine consultancy based in London with over 400 staff across around 30 offices around the world.
We were commissioned to create a full brand identity including global qualitative and quantitative research. Followed with developing a strategic framework, primary brand identity, business unit branding, visual identity themes, print and digital advertising and communications design, brochures and print, website design, tactical support and brand and spirit guidelines. Phew!
We kicked off the branding process by compiling a research program covering both direct and distance based studies. The strategic process began with conducting quantitative surveys addressing the entire workforce around the world. We wanted to measure the cultural differences in global perceptions. Yet at the same time, find a common culture which could be used to communicate what makes LOC unique for its audiences.
We analyzed over 280 responses and searched for common themes, buzz words and perceptions which informed an overall sentiment. And then Firedog followed up this process by conducting a series of qualitative research workshop sessions with management across the business units. Overriding themes became discussion points for relevance against the various target audiences. Subsequently, we compiled all the findings into a solid Strategic Framework. This weighty document outlined the unique positioning for the business. It also created a positioning which flexed according to product and audience.
Following on from the research, we began a creative process to visualise the brand sentiment. Due to the cultural diversity within the business, we created a flexible identity. The resulting effect is an identity which dynamically looks different across applications yet ties together overall. The identity became further adapted to a number of sister businesses within the group. For example, Longitude Engineering is a marine design consultancy within the LOC stable. There is also a Renewables brand proposition whereby the colour palette shifts to tones of green.
Have a look at the full LOC engineering brand case study