Carbon Neutrality and Changing the Status Quo: How Five Companies Are Rebranding for Sustainable Solutions and Decarbonization
Branding and marketing are becoming increasingly critical for energy companies as the world turns towards a sustainable future. An effective strategy to showcase a company’s commitment to sustainability and attract a customer base that values this mission has become important enough to demand some fairly significant investments. This article will discuss the rebranding of five energy companies: SLB, formerly Schlumberger, Proctor & Gamble, RE Sustainability, Targray, and Sensia, a joint venture between Rockwell Automation and SLB. Sensia’s logo rebranding efforts are led by IMMIX Productions at our main office in Houston, working hand-in-hand with a talented marketing strategy team at Sensia. All companies in this post are transforming the energy industry through their initiatives with sustainable solutions and decarbonization. Let’s dive into their exciting initiatives and the impact they are making.
SLB, formerly Schlumberger – Energy Efficiency Initiatives
SLB is a leading energy services provider of technology innovation and industrialization. The company has spent the last three years laying the groundwork for its increasing focus on low- and zero-carbon energy technology solutions while continuing to drive innovation, decarbonization, and performance for the oil and gas industry. Schlumberger and nearly all its affiliated brands are operating now as SLB brands, introducing a refreshed visual identity, including a new logo for the company—a symbol of where it is today and where it is heading. With the world transitioning towards sustainable energy, SLB has changed its branding to showcase its efforts toward energy efficiency. The new SLB identity focuses on energy innovation and decarbonization to address today’s world’s energy needs and forge the road ahead for the energy transition. It underscores the company’s vision for a decarbonized energy future. It also affirms its transformation from the world’s largest oilfield services company to a global technology company focused on driving energy innovation for a balanced planet.
“Today, we face the world’s greatest balancing act—providing reliable, accessible, and affordable energy to meet growing demand while rapidly decarbonizing for a sustainable future,” said Olivier Le Peuch, Chief Executive Officer at SLB. “This dual challenge requires a balance of energy affordability, security, and sustainability. It requires a balance of innovation and decarbonization in the oil and gas industry and clean energy solutions. It requires a balanced energy mix for a balanced planet. Our new identity symbolizes SLB’s commitment to moving farther and faster in facilitating the world’s energy needs today and forging the road ahead for the energy transition. It’s a bold challenge. But our people, technology, and performance legacy is unmatched, and we are ready to answer this challenge.”
SLB has already launched several projects to reduce energy consumption, including a pilot program to test an energy-efficient pumping system that can save up to 50% of energy consumption.
“Our new identity boldly symbolizes our ambition to accelerate the energy transition with sustainability at the center of everything we do,” said Dr. Katharina Beumelburg, Chief Strategy, and Sustainability Officer at SLB. “Our new brand and strategy are built for this moment in our history. A moment that demands the need for a balanced energy system for our planet and the need to achieve and go beyond net zero to address the climate challenge. Everything we have chosen, from the logo’s shape to our new, bright blue color, symbolizes the boldness of our ambitions and ingenuity of our team to make the new energy future a reality.’ For a balanced planet’ is more than just our new tagline. It’s central to our purpose and our culture. It takes the incredible history of this world-class company, enhances it, and moves it toward a more sustainable and net zero future.”
Sensia Global – Energy Savings and Carbon Reduction
Sensia – Oil and Gas Industry’s First Fully Integrated Automation Solutions Provider, is a joint venture between SLB and Rockwell Automation, a Global Leader in Digital Transformation and Industrial Automation. Sensia provides digital technology solutions for the oil and gas industry and operates independently, with Rockwell Automation owning 53% and Schlumberger owning 47% of the joint venture. Sensia employs approximately 1,000 experts serving customers in 80 countries, with global headquarters in Houston, Texas.
The Sensia Management Team was led until 2023 by the CEO, Allan Rentcome, previously Director of Global Technology – Systems and Solutions Business at Rockwell Automation. Mr. Rentcome recently retired and was replaced by Yasser El-Khazindar. Mr. Yasser joined Sensia in 2023, bringing 30 years of experience with SLB leading multi-disciplinary businesses on five continents. Yasser is a mechanical engineer with a robust technical background and a proven track record of customer-centric leadership. Most recently, Mr. Yasser was the Director of Asset Performance Solutions for SLB. According to Paal Kibsgaard, Chairman and CEO at Schlumberger. “This joint venture is the next step in our vision to offer our customers smart, connected devices with rich diagnostic capabilities, coupled with measurement, automation, and analytics that improve oilfield operations, facilitate business decisions, and reduce total cost of ownership throughout the life of a field.” Sensia enables customers to better monitor and control their energy consumption through their integrated technology platform, resulting in significant energy savings and carbon reduction.
As Sensia continues to drive sustainable operations and equitable progress, they ensure that safety, humanity, and technological progress will be at the forefront of this transformation. Sensia’s sustainability strategy is a mission and an ongoing journey to deliver secure, safe, and reliable solutions for our customers worldwide. They strive to provide industry-leading technology coupled with the commitment of experts passionate about oil and gas operations. Sensia’s people will continue to drive impactful outcomes in collaboration with all stakeholders of critical geopolitical transitions to build lasting success from all perspectives – including customer satisfaction, company effectiveness, and global philanthropy initiatives. We at IMMIX Productions look forward to future rebranding efforts for Sensia that move the needle on environmental awareness while continuing to usher remarkable technological advancements into sustainability and decarbonization, revolutionizing how we do business across the oil and gas landscape.
Proctor & Gamble – Renewable Energy Strategies
As a global consumer goods company, Proctor & Gamble has committed to sourcing 100% of its electricity from renewable sources by 2030. They currently use renewable energy from wind, solar, and geothermal sources to power their global operations. Moreover, the company has invested in energy-efficient technologies and continuously updates its initiatives to meet sustainability goals. Through Sustainability Solutions, by P&G Ventures, Proctor & Gamble scaled P&G-created technologies with external partners to help other companies solve their toughest sustainability challenges in areas such as plastic and packaging.
P&G is lowering its environmental footprint through partnerships with suppliers like Twelve, which Tide is leveraging for its technologies that capture carbon from the atmosphere to create ingredients used in its product. P & G is now exploring further discoveries, enabling people who use Tide and Ariel products to reduce their environmental footprint across all steps of the consumer journey. And in 2021, Ariel and Tide enabled the people who use their products to avoid more than 2 million tons of CO2 emissions towards an ambition to reduce 30 million tons of CO2 emissions by 2030 vs. 2020 baseline through cold water washing, product innovation, and new education campaigns.
RE Sustainability – formerly Ramky Enviro – Electrification Plans
RE Sustainability, formerly known as Ramky Enviro, is an environmental management company focusing on waste management and sustainability. They have rebranded to emphasize their commitment to sustainability principles and are transitioning towards electrification plans. RE Sustainability has recently launched an electric vehicle fleet and is investing in charging infrastructure across its operations. According to the company’s press release: “The new identity unites the company’s services behind its purpose to build a circular economy model, where the emphasis is on recycling everything that will provide sustainable solutions for the people and planet. It reinforces its focus on building a sustainable future by providing state-of-the-art waste and resource management solutions.” The new branding, the press release continues, “articulates the company’s commitment to holistic urban development and places sustainability at the core of its strategy-a key driver for the circular economy.”
“With over 25 years of environmental service, the company has a dominant presence across the entire waste value chain and has been a long-standing partner in environmental solutions. The rebranding marks a milestone in our company’s transformation from an industry leader in waste management to a company that will accelerate its focus on sustainable solutions,” said CEO Goutham Reddy at RE Sustainability.
Targray – Sustainable commodities in the global transition to clean energy
Targray is an international leader in sourcing, transporting, storing, financing, and supplying sustainable commodities and advanced materials for various sectors. Since being established in 1987, the company has become a significant supplier of biofuels and feedstock, solar modules, battery materials, and agricultural commodities in global markets. Its solutions play an essential role in helping reduce the world’s carbon footprint while allowing partners to create safer, more reliable products that enhance the consumer experience.
Targray has announced the launch of its International Environmental Commodities Trading Desk. Operating jointly out of the company’s North American and European business centers, an experienced team of carbon traders and sustainability leaders will manage the new desk. The newly announced business unit complements Targray’s existing portfolio of products and services for the renewable fuels, solar, and battery sectors as the company continues strengthening its position as a leading provider of sustainable commodities and a key player in the global transition to clean energy. Targray has also invested in renewable energy sources and continuously innovates to promote sustainable solutions for its customers.
In conclusion, this blog article highlights the critical role that rebranding can play in propelling an organization toward its sustainability goals. At IMMIX Productions, we are committed and always ready to help with the animated logo design and creative development strategy for rebranding initiatives. However, the success of these initiatives goes far beyond your company’s mission statement or tagline. It will ultimately depend on the commitment to decarbonization and sustainability shared by all stakeholders across the energy sector. If we are to meet our goals for a sustainable future, then rebranding strategies must be embraced by companies dedicated to actively transitioning towards clean energy solutions that prioritize people and the planet alike. Now is the time for worldwide enterprises to make their commitments clear: act swiftly to participate in the global transition towards a more sustainable future. With companies like SLB, Proctor & Gamble, RE Sustainability, Targray, and Sensia leading the way, we can look forward to Carbon Neutrality. By investing in renewable energy sources and advanced materials and technologies, these five organizations exemplify the benefits and results of an effective rebranding strategy. Our challenge now is to increase efforts and create real change for people and the planet. Let’s all work together towards a brighter tomorrow!
References:
– Rockwell Automation and Schlumberger. “Rockwell Automation and Schlumberger Enter Joint Venture Agreement to Create Sensia, the Oil and Gas Industry’s First Fully Integrated Automation Solutions Provider.” Business Wire News Releases – PMN, Financial Post, 14 Oct. 2020
– “A Closer Look – “P&G’s First Year Progress Toward Net Zero 2040” PG Blogs,&G, 24 Nov. 2020
– Kumar, Ankit. “Ramky Enviro Engineers rebrands to ‘Re Sustainability Limited’.” Business Today India, 9 Mar. 2021
– Schlumberger. “Schlumberger Becomes SLB, a Technology Company Driving the Future of Energy.” News Releases | Investor Center – Schlumberger, 24 Oct. 2022
Targray. “Targray Launches Environmental Commodities Trading Desk” Press Release, Targray, 7 Mar. 2021