Delivering a re-brand to mark Meren’s strategic evolution

Overview

Meren in recent years has transformed from being an African explorer and investment vehicle, into a leading full-cycle independent through a strategic rationalisation of its portfolio to create a proposition that is of greater scale, of higher value and lower risk. The Company sought a rebrand that would reflect this significant evolution of the business and to make a clear departure from a name that had become geographically constraining, particularly as Meren’s operational outlook has now widened.

Burson Buchanan’s experienced advisory team comprised of specialists in communications, with sector specialism in upstream oil & gas, and a creative team with significant expertise in corporate rebranding across multiple sectors.

Perception study

Burson Buchanan’s support began with a detailed perception study that gathered the views of key internal and external stakeholders on the vision and strategic outlook for the business. This covered the definition of historical perceptions of Africa Oil, and the renewed outlook and strategic vision that is focused on growth and shareholder returns.

The Creative team provided support throughout the naming process, advising on the development of a name and logo that not only reflected the new proposition but also integrated seamlessly with the wider brand. This ensured continuity with Meren’s existing brand identity, and that the new brand’s narrative and visual language would be impactful and resonate with all stakeholders.

A new corporate name and identity – Meren

This foundational work was pivotal in crafting the name ‘Meren’ – an old nautical term representing the mooring of a vessel – shaping the narrative, and the design of a brand identity that truly captures the company’s stability, anchored by its diverse portfolio of world-class assets, robust balance sheet, and proven status as a trusted partner to majors on significant offshore projects.

Client focused approach

The Meren logo, visual assets, and brand guidelines were developed in close collaboration with the client, ensuring their vision was central to every stage. The client’s specific request for the brandmark was a design featuring both an emblem and a type mark. The resulting emblem is an abstract derivation of an upper-case M, while the type mark uses a contemporary serif suggesting a confident and reassuring maturity. This combination effectively balances modern efficiency with the refined outlook that defines the new business.

The launch of the new brand in the media and across all platforms was coordinated with the announcement of a significant consolidation of the business, the Prime consolidation, which doubled Meren’s reserves and production. This represented a watershed moment for Meren, with a renewed growth strategy underpinned by a new brand designed to resonate with employees and external stakeholders.

Sustainability – committed to responsible business practices & sustainable development

In addition, for the past couple of years, Burson Buchanan’s Sustainability specialist team has supported Meren, with the implementation of its sustainability disclosure, communication strategy and reporting, helping to build its strong ESG performance and credibility. This deep experience and knowledge of the company further bolstered and supported the rebranding team with the creation of the new Meren brand identity.