Petronas
Transforming the brand and culture of a global energy giant
PETRONAS is a Fortune 500 energy company with a global presence. PETRONAS wanted to shed its image as a former national oil and gas company, and aspire to be perceived as more innovative, customer-focused and global.
Dragon Rouge developed a new brand positioning for PETRONAS – “Passionate about Progress” – to reflect the company’s innovative spirit and commitment to customer success. We translated the brand positioning into a 360° brand experience through a brand identity system encompassing visuals, motion and sound that lives dynamically in digital, activation and more traditional media environments. To bring the brand to life, Dragon Rouge created a comprehensive internal brand engagement plan and communications campaign that was deployed to 47,000 employees in 30 countries and across all businesses.
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The CEO and senior management team embraced the new brand and championed its spread throughout the organization. The brand has seen a marked increase in internal engagement across all sectors and markets, and an improvement in key brand equity metrics around innovation, customer focus and people.
Dragon Rouge was proud to receive a Transform Award 2020 for the identity we created with our sound partners Sixième Son.
