Bluewater Group

Keeps You Moving

Problem

Canada’s largest independent distributor for ExxonMobil lubricants faced the issue of their customers only knowing them for one thing: their exceptional service in providing oil. They saw an opportunity to provide great service in the areas of supply chain/logistics and shipping services—which they were already doing for lubricants—but needed a way to easily communicate those services to new and existing customers. So, they reached out to ANVL for help.

Solution

ANVL embarked on an extensive discovery process with the client team and determined that the key elements needed were already apart of their core brand; they just needed to be organized, fine-tuned, and focused to have maximum impact. We learned each Line of Businesses (LOB)s priorities and value to the customer was different. This meant each LOB needed an individualized vehicle to tell their own brand story. We were able to focus on each LOBs specific value and designed a variety of means to better communicate that directly to the customer. This resulted in a cohesive brand strategy where each LOBs brand can now stand strongly on it’s own, while also working seamlessly as a larger unit.

Impact

The new brand strategy and updated materials were so successful that now the client is able to not only pursue new clients in different industries and service sectors, but they are able to provide additional services to existing clients with the goal of more efficient ordering and fulfillment.

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