Culture Insights for New Direction

Unifying Three Legacy Brands into One Group

We brought together three respected businesses, Dynamic Drill & Blast, Welldrill, and Orlando Drilling into one unification was not a simple task. Each had its own history, culture, and client relationships, which meant the unification required time to understand the business in depth, the connections between teams, and the values that bound them together. The outcome, BWE Drilling, reflects a careful balance, honouring the heritage of three trusted names while presenting a forward-looking brand with new core values that strengthen market clarity and captures the company’s shared vision for growth.

Embedding Staff Voice into the Rebrand Journey

The rebrand was built on the voices of the people who knew the business best, its staff. Through surveys, culture analysis, and internal engagement platforms, employees provided insights that directly shaped the new name, values, and messaging. By making staff contributors rather than bystanders, the process ensured that BWE’s identity was not only strategically sound but also genuinely embraced across the organisation.

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Capability Statement and Website as Cornerstones of the Rebrand

To support the transition from three legacy businesses to one unified brand, we delivered two cornerstone assets: a refreshed capability statement and a website combining 4 digital assets. The capability statement was restructured into a clear, stepped narrative that brought together the group’s full service excellence, people, and culture, creating a document that works as both a marketing tool and an internal alignment piece. In parallel, the website was redesigned with new architecture, modern visuals, and consolidated content from four legacy sites. Together, these assets gave BWE a cohesive digital and client-facing presence, strengthening market visibility and ensuring the brand’s new identity was expressed with clarity and confidence.