Making the invisible, visible
Making the invisible, visible
way, wherever they were in the world. Not to flatten difference, but to create consistency. A shared visual language that said: this is one business, one identity, and with one future. The images were designed to align. Beauty mattered, but meaning mattered more. Photography became a cultural tool, helping people see themselves as part of something whole. Over time, this consistency compounds. The brand stops needing explanation. It starts to feel familiar and credible on sight. Connection creates belief People trust what they recognize. When employees see themselves reflected honestly in photography and film, pride builds, belonging grows, and culture becomes visible. Film can deepen this effect by letting people lead the story. For HS Orka, that meant putting employees at the center of the narrative. We produced a set of three short employee films, each offering a day-in-the-life perspective of people working across the business. Through everyday moments – tending horses, playing basketball with
Scale and impact are also shown through SLB's technology.
the business actually works, not how it wishes to be seen. In both cases, authenticity came from specificity. From being there and showing the world as it is. Distinctiveness is built, not bought Stock imagery is borrowed. Bespoke is owned. In energy, differentiation does not come from dramatic visuals or louder narratives. It comes from consistency and ownership over time. Bespoke photography becomes part of a brand’s visual language. Recognizable. Ownable. Hard to imitate. For SLB, this meant stepping back before moving forward. A photography audit revealed there was visual fragmentation and dilution. The response was not a single hero shoot, but the creation of a global system: clear art direction, consistent standards, and guidance that enables teams to create strong imagery wherever they operate. Scale without losing integrity. For OneSubsea, photography became a unifier. Formed as a joint venture of three businesses, the challenge was to create coherence across the new business. With different histories, cultures, and geographies, the work needed to signal one organization, not a collection of parts. Bespoke photography was able to do that work quietly but decisively. Employees were photographed in the same
An entire photography style helps to bring OneSubsea to life.
When OneSubsea employees see themselves reflected honestly in photography and film, pride builds.
In energy, differentiation does not come from dramatic visuals or louder narratives. It comes from consistency and ownership over time.
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Brandpie Energy - Issue 05
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