Acteon

The brief

Assess the brand equity held within Acteon’s portfolio and recommend an architecture to build value across each business line and the company as a whole.  

Ensure successful execution with a change management program that excites employees and a launch campaign that captures the imagination of the global energy industry. 

The method

The rebrand began with four months of rigorous research. We engaged stakeholders at every level: 

• Leadership workshops aligned vision and commercial goals. 

• Global employee surveys and 28 interviews uncovered cultural barriers and internal skepticism. 

• A customer survey and 12 interviews revealed drivers of loyalty  and standout brand perceptions. 

• Competitor benchmarking and analysis revealed optimal structures. 

It became clear: only a handful of brand names held real equity and synergy. The portfolio was streamlined to the Acteon parent brand and four core business lines, spanning the entire offshore project lifecycle.  

Apart from engineering consultancy 2H (which retained independence to reflect its objectivity) each was united under an endorsed architecture with a shared purpose and visual identity. 

Act on energy 

We built everything around the new brand positioning: empowering customers to act safely, strategically and with impact – summed up in the rallying cry: Act on energy. 

A vivid yellow palette broke industry norms and embodied drive. The “Acteon wave,” a dynamic graphic device, tied visual content together and conveyed seamless motion from seabed to surface. 

Employee-first execution 

Recognizing change fatigue, we made employee trust a priority. Staff shaped messaging and identity via interviews, surveys, a brand taskforce and even voting on the visual direction. Launch comms included newsletters, videos, fireside chats and a dedicated inbox, ensuring two-way engagement.

Unmissable launch 

A multichannel campaign culminated at Offshore Europe, with a vibrant stand, branded energizing juice giveaways and a campaign film seen by 25,000+ delegates. A VIP dinner with senior clients cemented the brand’s long-term ambitions. 

The outcome

We’ve implemented robust tracking to measure awareness, engagement and commercial outcomes over time – but early results already show standout success. In fact, our brand launch campaign was shortlisted at the DRUM Awards for Best B2B Rebrand or Relaunch. 

At Offshore Europe, Acteon’s refreshed identity drew record attention. The stand generated 754 leads – a 580% increase on past performance – including from top-tier players like BP, EDF, ConocoPhillips, and TotalEnergies. One prospect called the launch “very clear and easy to engage with… Excellent!” 

Digital visibility surged. Website visits rose 75% on launch day, with page views tripling and dwell time increasing 70%. Search rankings improved, with 53 keywords climbing and nine entering Google’s top 10. Our campaign film delivered over 56 hours of watch time in a week, reaching 12,000 key LinkedIn viewers and 1,200 YouTube users – 82% of whom were new. 

LinkedIn performance was equally strong: 

• 50,000 post impressions (up 405%). 

• 71% growth in branded search. 

• 207% increase in followers. 

• A standout 49.9% engagement rate (vs. 0.5% benchmark).

Internally, once-skeptical employees became advocates. Global offices held launch parties, hundreds of staff liked and reshared content, and business line leaders unified to tell the Acteon story. Comments praised the new identity as a powerful expression of collaboration and innovation. 

The result: soaring visibility, energized employees, and a platform for long-term growth.