SPOTLIGHT: ONESUBSEA
1 Tackle cultural dynamics head-on.
2 Engage employees as co-creators.
3 Build shared values from scratch.
4 Sustain belief through storytelling and recognition.
Key takeaways
> CREATING A BRAND TO UNITE CULTURES
Apprehensions from employees needed to be carefully navigated. The goal was to show that this wasn't an acquisition but a partnership. Through strategic visual design, we incorporated design elements of both brands to achieve symbolic balance. Rather than starting from scratch, the brand draws on and balances the best from the legacy businesses. Aker Solutions’ signature orange and dark blue were incorporated as accent colors. The logo is designed with both day and night versions—during daylight, SLB’s signature colors dominate, while at night, a dark blue and Aker Solutions orange takes over, visually reflecting the partnership between the companies. The day-night logo is particularly effective at OneSubsea’s Norwegian headquarters, where scarce daylight for half the year means equal illumination of both logo variants. The brand architecture also speaks volumes. Though OneSubsea would operate within SLB’s Masterbrand system, visual and symbolic equity was consciously balanced, creating a brand that didn’t feel ‘owned’ by either side, but rather born from both. The photography was carefully chosen to represent the different people within the businesses. The photography was then arranged along a horizon line, connecting them all and showing they are part of one business. Even the name itself, OneSubsea, was chosen to represent that they were all professionals in the subsea industry, operating as one. PROOF IN THE DATA Four months after launch, those efforts were already paying off. Among legacy Aker Solutions' employees, confidence in the company’s future had jumped 17%.
Day and night versions of the new logo
> Find out more at
More importantly, over 90% of employees across the business said they understood why the joint venture had happened and believed in its ambition.
onesubsea.slb.com
A BLUEPRINT FOR THE TRANSITION ERA
Joint ventures can be culturally disruptive but with the right strategies, they also present opportunities to unite employees and create a strong culture. By addressing cultural concerns head-on, involving employees at every level, and building momentum through structured communication phases, businesses can spin a challenging transition into a success story. OneSubsea’s journey shows that when you: • Tackle cultural dynamics head-on, • Engage employees as co-creators, • Build shared values from scratch, • And sustain belief through storytelling and recognition ...you don’t just survive the transition. You come out stronger.
Rather than starting from scratch, the
brand draws on and balances the best from both businesses.
36 Brandpie Energy - Issue 3
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