Petroleum Research funds research and technology projects on behalf of the offshore oil and gas industry in Newfoundland and Labrador. Their members include Chevron Canada Resources, ExxonMobil Canada Ltd., Husky Energy, Statoil Canada and Suncor Energy. The organization had been operating as an Atlantic Canadian company with a broad geographic scope and membership base which was reflected in its former name, PRAC – Petroleum Research Atlantic Canada.
When the organization shifted its geographic focus away from Atlantic Canada and onto offshore operations in Newfoundland and Labrador, they needed a new name and brand to reflect their vision and mission. Working closely with Petroleum Research’s stakeholders and employees, and following an extensive research phase, Libby Carew led a series of workshops and brainstorming sessions to create the new name for the organization.
A design team was then assembled to create a logo and website as part of their new visual identity that invoked the harsh environment which typifies the North Atlantic Ocean. As part of the ongoing communications planning of the re-launch of the organization, a news release was written and distributed to key contacts in the local oil and gas community and the media. Interviews were secured with key outlets and the resulting media coverage explained the organization’s new mandate.
The final layer of communications focused on local industry and international oil and gas supply companies with offices in Newfoundland. To communicate Petroleum Research’s new programs and focus areas which would be of interest to them, Libby Carew organized an industry seminar and keynote speaking session working with the local offshore industry association, NOIA. Registration for the seminar was at capacity and Petroleum Research communicated firsthand the new mission and vision of their re-branded organization.