Having a strong brand identity is as important to an event as it is to an organisation. Therefore, as an inaugural conference on the future of the offshore energy market, the Floating Energy Forum required a brand identity that would stand out from the crowd.
The Floating Energy Forum, being the brainchild of market intelligence experts Archer Knight and Energy Maritime Associates, was designed as an opportunity for Asset Managers, Operators, Service Providers and Technologists to engage and participate in discussions around key topics that will influence the future offshore energy market.
With the aim of bringing together the Floating Production Sector, we wanted to create a sector specific ‘community’ with an option to hold 2-3 other events throughout the year, with its own brand identity.
Many brand projects begin with brainstorming. For the Floating Energy Forum, this involved identifying industry keywords and phrases, followed by reviewing the FPSO Owner/Manager Companies and Service Companies relevant to the sector. We also researched existing groups on LinkedIn such as FPSO & FLNG Professionals, FPSO Network, FPSO Interest Group and FPSO & FSRU Projects.
Our design team love the iterative process of brand creation, visually working through ideas and concepts until that one design ‘just works’ for all that the brand stands for.
Our brand for the Floating Energy Forum was no different. Once our design was approved, brand guidelines were created covering landscape, portrait versions and white logo versions along with definitions of font choices.
Taking place virtually, the brand design was exclusively digital. As shown, this consisted of setting up a dedicated Floating Energy Forum LinkedIn page, targeted LinkedIn Adverts, speaker and sponsor promotion and a countdown to the event itself. On this occasion, the client wanted to build an event webpage themselves, and we assisted by communicating brand guidelines and checking the site regularly to ensure brand consistency.
The chosen branding was used on all digital event collateral including the programme and sponsorship flyers, joining instructions and speaker briefing documents. The brand was also incorporated into the virtual event platform, again to ensure consistency across all areas of the event.
