Maraen: "The Strongest Link."
A full rebrand from GESH to Maraen. Tagline, identity, manifesto film, and a 20-piece content programme across Port of Nigg, fabrication, and Solutions.
Build a new brand for a separated, Mitsui-owned business.
GESH separated from Global Energy Group, then was acquired by Mitsui. The new entity needed a name, a brand, and a story that explained what made it different. And a content engine to roll it out across UK and international markets.
Three business units, one integrated promise. The challenge: make the integration story compelling enough that customers, employees, and acquirers all felt the difference.
A chain metaphor. Three links. One name.
We led the naming and brand workstream. Landing on Maraen (Welsh for "link of a chain") and the tagline "Energised As One." The strongest link in your integrated infrastructure delivery.
Built the brand book, identity system, and a 20-piece video content programme. Phase 1: 10 videos including internal rebrand film, two senior leadership pieces, two per business unit. Phase 2: 10 more across "At This Scale", "The Strongest Link", "One Project Three Perspectives", safety, legacy, recruitment.
03 Outcome
Maraen launched with a name, a tagline, and a year of content in flight.
"The work has us speaking with one voice across three businesses for the first time. That alone was worth it."
Brand rollout completed across all three business units. Content programme runs through 2026. FC's commercial director Stuart MacDonald-Butler joined from Maraen post-engagement.