Energy companies play a vital role in powering our modern world. But the complexities and cost of meeting our growing demands are rising. Population growth, economic development and globalization add pressure on companies to access, produce, deliver and transform oil and gas. Today, volatile oil prices are exposing the industry to financial risk. Tomorrow, resources will be harder to reach, necessitating increased efficiencies across the industry.
To stay viable, energy companies must look for ways to sustainably improve project economics. Major change is needed, and it is needed now.
Driving the change the industry needs
Two oil and gas equipment and service leaders, Technip and FMC Technologies, answered this call for change through their merger. The newly formed TechnipFMC combines complementary skills, innovative technologies and similar cultures to streamline the way projects are executed and managed. Together, the company aims to be the transformative leader the industry needs.
From a strategic ambition to a platform for success
The path to any merger’s success starts with a clear direction, which is what Lippincott was engaged to help TechnipFMC define. Over a fast-paced four-month period, we collaborated with Technip and FMC Technologies executive leadership to develop a bold vision, an engaging purpose and a progressive identity for the newly formed company.
Lisa Albiston, Vice President Marketing Communications of TechnipFMC, commented, “Our vision is the result of collaborative work between our executive leadership team and Lippincott, that explicitly reflects our aspiration to enhance the performance of the world’s energy industry and sets the direction for how we want to lead the change.”
Creative Director, Europe and the Middle East
It is important for employees to commit to a new culture in a merger and a new symbol helps them build that emotional connection. By overlapping the ‘T’ and ‘F’ shapes from the two company names we created a contemporary monogram that reflects transformation and will build the new allegiance.
We created a brand platform to support the company’s integrated offering and bold ambitions. The vision —To enhance the performance of the world’s energy industry — is a direct commitment to the change the company seeks to make. It is supported by a new purpose and set of commitments designed to help leadership and employees deliver on the vision.
The visual identity mirrors the convergence of Technip and FMC Technologies. The integrated symbol combines the colors of the merging companies while pointing ahead to the future.
Enhancing the performance of the world’s energy industry
As Day One neared, Lippincott worked closely with the client team to consolidate the brand assets into guidelines and develop the communications and tools the company needed for its new beginning. Today, TechnipFMC is one firm, united behind a powerful, shared idea. It is poised to transform the oil and gas industry.
Christophe Belorgeot, Vice President Corporate Communications of TechnipFMC, explained, “The purpose and brand that we have created with Lippincott is the platform for the future success of our company and will help engage all our colleagues in reinforcing our leadership in the market.”
Best visual identity in the engineering and manufacturing sector
Best internal communications during a brand development project