Repositioning a global player in the Oil & Gas industry

Balmoral is a global leader in subsea protection and insulation solutions, delivering end-to-end engineering from concept to completion for the world’s most demanding offshore energy projects.

The Requirement

With over four decades of international expertise in buoyancy, protection, and insulation solutions, Balmoral sought to reposition itself as a fully integrated provider – from concept development through to delivery and ongoing support. The objective was to ensure the brand accurately reflected its end-to-end capabilities in a rapidly evolving and competitive global energy market.

Our Approach

Genoa Black collaborated with Balmoral’s senior, engineering, and project management teams to gather insight into customer demands, industry shifts, and the competitor landscape. We developed a comprehensive marketing and brand strategy tailored to specific customer groups and reflective of the full customer journey.

This included:

• A new brand proposition and visual identity

• Specific messaging frameworks for each audience segment

• An internal engagement playbook

• An integrated on- and offline marketing communications plan

This work supported a high-impact relaunch at Offshore Europe in 2019.

The Result

Balmoral emerged with a clearer, more powerful brand aligned to its technical capabilities and customer needs. The repositioning has been met with enthusiastic feedback both internally and externally, with clients responding positively to the business’s renewed clarity, originality, and focus on value delivery. Genoa Black continues to support Balmoral across digital, communications, and sector development strategy into 2020 and beyond.