Branding a strong product portfolio
Roxar is a world-leading supplier of geophysical software and flow instrumentation for oil and gas fields. In 2004, Roxar’s Software Solutions and Flow Measurement businesses were technically-focused and operating independently. The company recognized it needed to address customer needs by providing a unified portfolio of solutions, spanning the reservoir workflow.
Our initial briefing came from Roxar Software Solutions in Wimbledon, in consultation with Roxar’s marketing team in Houston, Texas. The objective was to communicate a complete workflow solution spanning interpretation, modelling, simulation and drilling. The project was enlarged to include flow instrumentation produced by Roxar Flow Measurement in Stavanger, Norway.
Our first task was to develop a ‘one company’ brand, to unify Roxar’s businesses across diverse geographies. After interviewing stakeholders at management and operating levels, we defined a brand promise and values for the new, integrated organisation. While Roxar’s logo was to remain unchanged, we added a strapline focused on the key customer requirement: Maximum Reservoir Performance.
Communicating an integrated portfolio to customers required simplifying Roxar’s brand architecture. Sub-brands and acronyms had proliferated in both the software and instrumentation businesses and we rationalised these into five solution brands, and developed a ‘reservoir performance solutions’ roundel representing the complete workflow solution.
The positive impact of the ‘one company, one brand’ strategy led to an initiative to build Roxar’s internal brand, dubbed PRIDE after the brand values professional, respectful, innovative, determined, enabling. After merging in 2007 with CorrOcean, Roxar was acquired in 2009 by Emerson and now operates within Emerson Process Management.
Project undertaken by Nick Sheaff while at Karakter