How do you leverage serial successes and a legacy brand into a modern platform for even greater ambitions? SapuraKencana Petroleum Berhad came to Lippincott as a leading upstream oil and gas solutions provider with a multinational workforce and global presence in over 20 countries. The impetus was the culmination of a series of M&A moves that had expanded the organization and created a timely opportunity to reinvigorate its brand for the next era. The challenge was to unify the large and growing business under a shared purpose and a banner of optimism.
Rallying to a shared purpose and new name
Evident from the outset was that the Sapura name had untapped potential. The combination of entrepreneurial spirit and technical competence ran deep across lines of business, with knowledge and technology as core enablers.
Working with management and staff, Lippincott shaped the brand platform and story to reflect the aspiration of the business — to deliver precisely even under the most challenging conditions for global clients and to ensure sustainable impact in local communities.
Our first order of business was to define the brand purpose in a new brand platform centered on a simple and compelling brand essence: Expanding a world of energy opportunities. This key element set the stage for a simplified and contemporary reframing of the name to Sapura Energy.
A newly inspired identity
The new design system signifies the company’s renewed purpose of delivering energy solutions on a global footprint.
The shape of the logo encapsulates Sapura Energy’s brand spirit and commitment to expertise, collaboration and precision. The dynamic, Möbius-inspired form speaks to the purpose of the core businesses coming together to deliver integrated energy solutions. At the heart of the symbol lies a strong vertical axis that is expressive of the backbone of Sapura Energy’s collaborative culture built upon its people, and the integrity of its solutions and precise execution. The sky blue color represents Sapura Energy’s optimism and creativity in developing end-to-end solutions, while the deep sea blue reflects in-depth industry expertise and technical know-how.
Giving voice to the ambition
Our brand voice efforts aimed to express the company’s clear ambitions in ways that would elevate the brand and resonate with employees, customers and partners. At the heart of this priority was a significant shift in tonality. While Sapura Energy communications were consistent and professional, the tonality was highly institutional and the language relied heavily on conventional corporate and industry jargon. With a clear task of redesigning language and tonality, we applied Lippincott’s Human Era principles. We simplified the language and methodically infused the key design principles: inspiring, nurturing and disciplined. The resulting guidelines include a full range of before and after examples, from press releases, to advertising and recruitment messaging. Additionally, Lippincott spearheaded the development of a complete suite of launch collaterals, keynote presentations, ad releases and environmental banners.
The new Sapura Energy communications successfully reflect the intent and spirit of the design principles. As important, they do so with a modern economy of language and an empathetic perspective that first and foremost speak to the needs of the reader, user and listener.
“From the outset, Lippincott’s global team came with a clarity of thinking and creative insight to bring our strategic transformation to life for all our stakeholders.”
— Sueli Lew, President and Group CEO Office, Sapura Energy