Oil Spill Response Limited (OSRL) has protected the world's oceans for 40 years, responding to over 400 oil spills across the globe. But, after four decades, the brand found itself at a point of inflection, undergoing its own transformation and responding to an increasingly diverse energy sector.
OSRL’s stakeholders, historically traditional oil and gas businesses, have evolved into integrated energy companies, developing new fuels and embracing renewables. These changes present new challenges and opportunities for organisations like OSRL, whose research, understanding and expertise now encompass a broader spectrum of materials and resources.
When OSRL approached us, they weren't looking for a new logo or a revised tagline. They wanted to articulate who they are today: a dedicated team committed to safeguarding the environment, proud of their rich history, and eager to play a critical role in the future.
Charting a New Course Together
After eight years as an MTM client, we knew a lot already, but we dove into OSRL's world, engaging in varied conversations and collaborative workshops across the organisation. It became abundantly clear that while OSRL’s core mission remained steadfast, its brand needed to reflect its expanded capabilities, innovations, and grander ambitions in this brave new energy landscape.
Our task was threefold:
- Embrace Evolution: Capture OSRL's expanding role in addressing diverse energy-related incidents.
- Strengthen Connections: Cultivate a tone that was both confident and approachable, fostering deeper relationships with members and stakeholders.
- Future-Proof Identity: Craft a brand that resonates not just with today's audience but also with the next generation of industry leaders.
Honouring the Past, Embracing the Future
In our creative journey, we moved from "Oil Spill Response Limited" to the succinct "OSRL." The abbreviation was already well-used globally, but the change was also a symbol of the brand’s broader scope and readiness to tackle new challenges on a global stage.
We updated the brand with a refined and modern colour palette, mirroring the energy and expertise that OSRL embodies, with rich blues and strong contrasting orange. Maritime-inspired patterns and icons added depth to the brand, while personal, storytelling imagery transformed photographs into narratives. Clean, modern layouts ensured that whether it was a detailed report or a social media post, the design conveyed OSRL’s professionalism and approachability.
Empowering the OSRL Team
Recognising that a brand's true strength lies in its consistent application, we equipped the OSRL team with the practical tools they need:
- Comprehensive brand guidelines detailing visual identity, tone of voice, and messaging.
- Clear value propositions articulating their expertise, adaptability, and commitment to the environment.
- Customisable templates for presentations, reports, and marketing materials.
- Training sessions to familiarise everyone with the new brand elements, ensuring confident representation.
Commenting on the brand update, OSRL’s marketing manager, Emma Smillie added: “The result is a cohesive brand identity that represents OSRL's evolution. Our partnership with MTM was marked by real collaboration and a shared commitment to uncovering the insights required to inform the process. Together, we navigated the complexities of our organisation, crafting an identity that honours their past while confidently embracing the future.”
If you're considering a brand refresh, we're here to help – after all, in the words of Stephen Fry, "There is no shame in not knowing; the shame lies in not finding out." So why not find out where a refreshed brand can take you?