A successful businessman and good friend of mine asked me if I would look at the image and presentation of a number of companies he owned.
All four companies; Lindsay Blee & Co, Maren, Sea Bunkering and Sea Tankers are in the business of either buying, selling, shipping, storing and distributing marine fuel.
There were plenty of opportunities to cross-sell these services but the different companies had very diverse identities and presented a very confusing message. It was also clear that, going forward, it would be very advantageous for a single entity to represent these companies both in terms of future business and marketing support/resource.
Working closely with the client we decided to set-up a separate holding company for all four companies. This holding company could then be used to promote the combined business offer to the sector but also allow the individual companies to trade independently as and when required.
A naming exercise was instigated and Geos Group was chosen as it best represented the nature and global aspirations of the new group and an available URL. We then designed a modular identity system that gave Geos Group a modern and dynamic look and the individual companies a family feel which, when viewed together, gave a far more consistent and professional appearance.
All Geos Group companies now benefit from being in the larger consolidated group both in terms of operations and customer perception. The combined group has individual and group offer websites and marketing communications making it easier and more cost effective to reach the enlarged stakeholder database.
www.sea-bunkering.com
www.sea-tankers.com
www.marenlimited.com
www.lindsay-blee.com
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