Waking the Sleeping Giant
ASX listed oil and gas company Victoria Petroleum was preparing for significant changes, with a new senior management team and significant finds fuelling ambitious plans for growth. The team at Loa was approached to advise on rebranding and renaming for the evolving organisation.
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Smart and Strong
Victoria Petroleum had a strong heritage for lateral thinking, with many of its successes coming from unconventional exploration methods. Using this brand territory, Loa developed the name ‘Senex’, originating from the archetypal deep thinker known for wisdom, sound judgement and leadership. A symbol communicating fluidity, growth and the changing nature of Senex’s market was created to support its new name. An exhaustive communication audit saw the development of a robust brand manual to guide the creation and launch of the new brand across all manner of touch points, including the company website, stationery, internal forms, reporting, signage, uniforms and vehicle livery.
Waking the sleeping giant
The new name and brand have been positively received by the market, with investors commenting online about the ‘Sexy new name and logo’. Senex has enjoyed enthusiastic reviews in the press, with their award winning branding successfully positioning the company as a major player in South Australia’s Cooper Basin.
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Services: Brand Strategy, Brand Positioning, Naming, Trademark Development, Brand Identity, Brand Management
The calibre of Loa’s work in defining and creating the Senex brand was recognised in the 2014 Best Brand Awards, where it was named as a finalist for the Oceania region.
The end result has hit all the right marks and ticked the right boxes. Again, thank you for such a spot on response to an extensive brief.