Making the case for change
OGUK wanted to explore how its brand could evolve to fit a changing energy environment on the path to net-zero.
OGUK is the leading representative body for the UK offshore energy industry, working to inform, engage and champion its member organisations, large or small.
While the majority of its members have traditionally comprised North Sea oil and gas companies, OGUK increasingly caters for the needs of growing numbers of renewable energy organisations, such as those operating offshore windfarm.
OGUK approached Thirdperson as brand consultants to help them explore how their brand might need to evolve to fit the organisation’s changing strategic objectives in the context of the UK’s commitment to energy transition, and to engage a more diverse mix of members.
We used a collaborative workshop approach to first analyse the strengths and weaknesses of OGUK’s existing brand, before developing fresh ideas.
Our input was underpinned by extensive research, including into what politicians, pressure groups, public opinion and the industry itself had to say about energy issues and trends. We also carried out an analysis of the offshore energy market, and what OGUK’s future position might be.
Focusing on how brand evolution might impact three key areas – retention of members, relevance to members and realism to avoid the risk of greenwashing – we developed a new brand and positioning statement for OGUK decision-makers to consider.
“Thirdperson intrinsically understand the challenges faced by membership organisations matched with a deep understanding of the energy sector. Through their approach and processes, they helped challenge and progress our internal thinking and developed a pathway that was supported by thorough research and created a solid case for change.”