Meeting the energy needs of a rapidly changing world
The move to position Vitol as a global energy trading business drove the creation of a new group architecture, visual identity, and communication refresh, giving greater visibility to the group's capabilities beyond their oil & gas trading roots helped grow revenues by more than $90 billion.
As one of the world’s largest independent energy trading companies Vitol extracts, trades, refines and transports materials and resources from where supply is abundant to where demand is great. Yet perceptions of the group were still lodged in oil & gas trading.
The brief required us to make the stature, scale, ambition and capabilities of the organisation more visible and to help understanding of Vitol as a physical trading business rather than as a screen based speculator.
What we did
Interviews with business heads together with an initial review of group activities and capabilities lead us to recommend a more clearly communicated group architecture based on the key competencies of trading, transport & storage and upstream operations.
These united under the banner of ‘energy for a rapidly changing world’ and key messages were developed for the group around its culture, competencies, people and processes.
With positioning, architecture and messaging agreed we went on to develop a highly impactful visual look and feel using specially commissioned photography. This was implemented across all key corporate communication collateral and touch points.
Printed collateral was developed in Mandarin, Russian and Spanish language versions.
The new group architecture and visual identity helped position Vitol as a global energy trading business with extensive capabilities beyond its traditional oil and gas trading heartland.
The new group architecture and brand refresh helped support ongoing business development initiatives that grew group revenues by more than $90 billion in the two years following the rebrand.