The sky’s the limit

Brand strategy and development for a leading aircraft refuelling company

  • Brand strategy
  • Naming
  • Verbal identity
  • Visual identity
  • Web development
Aeroplane on the tarmac being refuelled

World-class aviation refuelling solutions

The client: Fluid Transfer Group

Fluid Transfer Group – formerly known as the Flofuel Group – was made up of three of the world’s leading aviation refuelling companies. They made the machines that kept aircraft fuelled up on the runway as quickly and efficiently as possible. But they had a turbulent past and were desperately in need of some Mighty change.

The Moment of Change: Bracing for impact

After a change in leadership, their marketing was essentially in a state of crisis. Badly designed websites and a marketing partner that was holding onto all the social media accounts meant we had to get everything back under control so that we could help communicate what was happening to customers.

The plan we made

Another big problem was that most customers didn’t know that the three businesses – Fluid Transfer International, Flightline Support and Flofuel Support – were all part of the same group. All of their branding was completely disparate, and there was a big internal rivalry between the staff at the different companies, who didn’t want to pass on work between each other. Not to mention, there were offshoots for training, military projects and all sorts.

We rolled our sleeves up and got to work. Bye-bye random offshoots – these were all distributed back into the three main businesses. We then gave the group a new name – Fluid Transfer Group, based on the largest company in the group.

The story we told

We needed these companies to feel like more of a team – so when we were creating any logos, we needed to make sure that one didn’t outweigh the others in terms of hierarchy. We created a distinct logo based on the shape of a jet turbine, which could then be used in a different colour for each business, promoting greater unity.

Armed with this new brand and new way of thinking, we turned on the old Mighty charm and provided consultancy around internal comms, managing to turn old bitter relationships into something sweeter.

Finally, now we had it all in place, we needed to tell customers what was going on. So we created bespoke e-newsletters for each database to explain all the changes, then developed a new website for the group, with loads of space for case studies, news stories, and datasheets on each product.

The Mighty change

With a unified brand, the Fluid Transfer Group was good to go. Their interim CEO stepped back and a new management team was put in place, made up of those who had been at the different businesses for years. Profits began to rise and it’s been smooth flying ever since.

All Projects

more of the good stuff

A man looking at a file in front of a laptop in a dark room

Nothing ventured, nothing gained

SIDEKICK

Going global

Formation Global

Ready for your moment of might?

We like a challenge. Tell us what you want to change and we'll be in touch.