Hertel 2011

Following the success of the brand movie we made for them in 2008, they returned to us with a new proposition that would require a deeper analysis of their brand and communications.

In 2010 Hertel's CEO initiated a strategy to consolidate their activities into four targeted industry sectors: oil and gas, offshore, process and power. This initiative looked to balance their current inward facing people-centric message with an customer facing expression of their cornerstone values of  'perform, deliver, improve' across these sectors.

With a recognisable logo mark already established, we were commissioned to augment and refresh their current branding collateral to reflect their new strategic positioning.

With a global audience in mind we devised a flexible illustrative graphic system to act as a clear visual embodiment of the four market sectors. We sought to create a visual “play” that generates pride, inspiration and engagement in a traditionally conservative industry.

These illustrations needed to transcend cultural and language differences across the company's key territories, and have been designed to be used either with a specialist sector focus, or in combinations to communicate the broader offer of the organisation.

Together with a comprehensive suite of brand material, stationary and packaging, we brought the new illustration system to life in an animated story outlining the core expertise and positioning of the company.

In 2011, we translated the brand identity into 3 dimensions with the design and build of a series of exhibition stands and Amsterdam and Aberdeen. Inside the stand, visitors were invited to wear polarised glasses to experience a bespoke 3D film we created especially for the event, exploring one of their technical processes.

Collaborators.
Design: Adam Rix
Illustration: Peter Grundy
Exhibition stand: Jason West Associates

www.hertel.com