Fluid Transfer Group (formerly known as the Flofuel Group) comprises three of the world’s leading aviation refuelling companies, but after a change in leadership, the group needed to consolidate its branding and introduce its customers to a refocused and rejuvenated business.

A turbulent and troubled brand proposition

When we were first approached by the Flofuel Group, their marketing was in a state of crisis. Their former marketing partner had let them down with poorly designed websites and had also retained control of all their former social media accounts, meaning that the Flofuel Group was struggling to make any changes or communicate to their customers. We provided consultancy to help get these assets back under the Flofuel Group’s control and provide direction for their next step.

Developing a new brand architecture  

Many customers didn’t realise that Fluid Transfer International, Flightline Support and Flofuel Support were all part of the same group. Their logos, websites and collateral all looked completely disparate, and internally, the group had a problem with its communications, as workers from each brand were reluctant to pass work onto each other when it was more appropriate to do so. Plus, to make matters even more complicated, there were several offshoots for specialised divisions, like training and military projects.

Working with the interim CEO, we simplified the brand structure down to the three core businesses – Fluid Transfer International, Flightline Support and Flofuel Support – with the newly renamed Fluid Transfer Group as the parent brand. Taking inspiration from the shape of a jet turbine, we then created a distinct logo for Fluid Transfer Group, which could then be rolled out across the other three companies to unify their message.

Communicating change

Armed with a new brand and a new way of thinking, we provided consultancy around internal communications, resulting in a more united workforce. We then set out to tell Fluid Transfer Group’s customers about the changes with bespoke e-newsletters for each database. 

A new digital presence

Finally, Fluid Transfer Group wanted to bring all their brands together in one digital home, so we got to work to design and develop a brand-new website for the group, including a section for their latest news and case studies, and bespoke pages for each of the three core brands. We also copywrote the site, updating the tone of voice to be more in line with the business’s modern approach.