In 2023, the Business Network for Offshore Wind rebranded as the Oceantic Network, reflecting its expanded focus beyond offshore wind to include other ocean renewables, such as green hydrogen, wave, and tidal energy. Yellow Line Digital played a key role in this transformation, implementing a comprehensive rebranding strategy that helped Oceantic Network align its image with its broader focus.

As a testament to the success of the rebrand, Oceantic Network became a finalist in PR Daily’s 2024 Nonprofit Communications Awards in the Branding or Rebranding Campaign category.

Client Goals

Oceantic Network’s rebranding initiative sought to achieve several key goals:

1. Broaden Industry Recognition: Increase awareness of its expansion into additional ocean renewable energy sectors beyond offshore wind.
2. Enhance Member Engagement: Reaffirm its role as the leading network for professionals and companies in the renewable energy supply chain, driving participation in events and overall membership growth.
3. Establish as a Thought Leader: Position the Oceantic Network as an essential hub for information and innovation within the ocean renewable energy sector.

The Strategy

Yellow Line Digital developed a multifaceted strategy targeting industry professionals across several channels. The key elements included a bold messaging framework, engaging social media content, and a refreshed brand identity that effectively communicated the network’s expanded mission.

Yellow Line Digital’s digital campaign focused on the following:

• Teaser Campaign: The campaign began with intrigue-building posts, such as blurred logos and “Big Changes Coming” graphics. This generated curiosity and anticipation in the audience about the forthcoming rebrand.
• Rebrand Announcement: A carefully coordinated series of posts introduced the new Oceantic Network identity. This included a name-change announcement video, an infographic explaining the transition from offshore wind to ocean renewable energies, and a GIF showcasing the old name being replaced by the new one.
• Tagline and Positive Messaging: A series of positive message graphics emphasized the power of offshore wind and the potential for job creation and economic growth. These rallied the audience around the rebrand while ensuring continued emphasis on offshore wind, the organization’s original focus.

The Results

“Yellow Line Digital played an instrumental role in our successful rebranding from the Business Network for Offshore Wind to Oceantic Network. Their strategic approach, creative execution, and understanding of our expanded focus helped us to seamlessly make the transition. The positive reception and industry recognition we’ve received are a testament to their expertise and dedication.” — Melinda Skea, Vice President of Public Affairs, Oceantic Network 

The rebrand successfully positioned the Oceantic Network as the premier member-based organization dedicated to growing the offshore wind and broader ocean renewable industries, along with their supply chains. The refreshed brand identity helped the Network expand its influence across renewable energy professionals and boosted engagement on social media platforms.

As a result of the well-executed rebrand, Oceantic Network was named a finalist in PR Daily’s 2024 Nonprofit Communications Awards in the Branding or Rebranding Campaign category. This recognition underscores the effectiveness of Yellow Line Digital’s strategic approach and the value delivered to its client.

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