Fifth Ring rebrands Expro

International oil services group Expro has revamped its branding and brand strategy with the input of Fifth Ring.

The group created a new visual identity and corporate colours for Expro. The rebrand is being launched under the banner ‘One Brand, One Mission’ from Houston in the US.

Fifth Ring head of brand and strategy development Peter Lyall led the project, which also saw the group develop an internal communications programme to inform employees of the new corporate identity and branding.

Ancilliary work by Fifth Ring includes a revised vision and values statement for the group, and key messages to stakeholders, plus advertising and communications support for the launch.

‘At the end of 2006, Expro had defined a new unifying mission – well flow management – and a clear vision that Expro would be the recognised brand leader in well flow management by 2010. The challenge that we presented to Fifth Ring was to bring this alive through the delivery of a new brand identity to make clear that all elements of Expro now share one brand, one mission and a culture defined by service, performance and innovation,’ says Expro group director of marketing and technology Trevor Burgess.