Evolve Surplus
As a global asset divestment service, Evolve Surplus is fundamentally shifting the way people operate in the energy sector to normalise the reuse and responsible disposal of used assets. By keeping decommissioned offshore assets out of landfill, Evolve Surplus reduces the waste and carbon footprint of the growing decommissioning market.
The brief
The team at Evolve Surplus had a strong purpose, or ‘why’ – but it seemed the market had not yet acknowledged that there was a problem or a need for a responsible asset divestment service. Many operators had not explored their responsibilities and options (other than landfill) in any great depth.
Our goal was to position Evolve Surplus as a disruptor to the status quo, giving people a reason to believe that asset circularity was possible and motivating them to take action.
What we did
Research, research, research. We carried out a series of semi-structured, qualitative interviews with clients, collaborators and prospects to understand their motivations, perspectives and most importantly, their job to be done. We also took the opportunity to take a quick brand health check.
Armed with these insights, we clearly defined and articulated a unique value proposition for Evolve Surplus and developed a marketing strategy and communications plan to bring that to life.
One of our recommendations was to evolve the brand’s visual identity, so we engaged a specialist designer to re-cast the visual execution, creating a contemporary foundation to reinforce Evolve Surplus’s position as a changemaker in the energy sector.
We also re-cast the website (with the help of our designer friends), a created thought leadership plan and corporate collateral such as a fresh capability slide deck to bring the new strategy to life.
Result
As a result of our collaboration with Evolve Surplus, over nine months the team embraced a clear value proposition that resonated with clients and prospects. The new visual identity helped reinforce Evolve Surplus’s position as a changemaker in the energy sector and the refreshed website and collateral received positive feedback from stakeholders. The team was already well known in the sector for their technical and engineering expertise, but the advocacy program and thought leadership content helped establish Evolve Surplus a trusted authority on all things decommissioning and divestment.