BENTEC

Bringing four engineering businesses together under one brand

A rebrand to create clarity and confidence across a global organisation

Sector

Energy services

Location

Global

Expertise

What we delivered

Brand strategy
Visual identity
Marketing collateral
Film and animation
Web design and development

Bentec GmbH, RDS, IDTEC and Kenera had worked together for years under KCA Deutag and, following its acquisition, H&P. Collectively, they covered drilling systems and engineering design to manufacturing, power technologies and digital innovation.

But to the outside world, they still looked like separate brands – a reflection of the complexity of operating across multiple regions and cultures, with each business telling only part of the story.

Customers often engaged with a single business without understanding the wider group capability behind it. Internally, teams lacked a shared identity that reflected how the organisation actually worked. Without this, silos were hard to break down given the wide geographic footprint from the UK to Europe, to the Middle East.

A previous attempt to unify the group under the Kenera name hadn’t fully landed. Legacy brands continued to be used in different regions, and the business still appeared fragmented.

Bringing the businesses together

Although four names were in use, the strategic direction became clear early on. BENTEC was the strongest and most recognised brand in key markets, with well-established credibility in drilling systems.

Rather than introducing a new name, the opportunity was to unify all the legacy brands under one identity and re-define what BENTEC represented. The brand already carried weight, but it had never been positioned to reflect the full breadth of the organisation’s capability.

The focus throughout was clarity: making the organisation easier to understand externally, and easier to stand behind internally.

A clear definition of what BENTEC stands for

We developed a brand narrative that clearly defines what BENTEC is today and what it stands for. The focus was on expressing the scale and depth of the business without diluting what BENTEC is known for: engineering rigour, reliability and delivery. The four legacy brands were brought together as clearly defined business units – Engineering, Drilling Technologies, Power Technologies and Aftermarket Services – creating a simple, structured way to represent the breadth of the organisation under one brand.

A consistent, future-focused way to describe the business

We created a detailed messaging framework that gives teams a shared language across regions and service lines. Anchored by the ‘Trusted Today. Transforming Tomorrow.’ positioning, the messaging balances BENTEC’s engineering heritage with a forward-looking view of its role in the future of energy – helping customers see BENTEC as a single, joined-up partner rather than a collection of separate businesses.

A visual identity designed for real-world application

The new identity is engineered, precise and practical. It was designed to work across real-world applications, from equipment and facilities to presentations, digital channels and marketing materials. The result is a visual system teams can apply confidently day-to-day – not just something that looks good in theory, but one that supports consistency across a global organisation.

A brand platform brought to life across key touchpoints

We brought the brand to life through a suite of core brand assets, including a new website, corporate film, product branding and supporting graphics. Together, these outputs replaced fragmented materials with a cohesive platform that consistently communicates the full BENTEC story. From digital to physical touchpoints, the platform makes it easier to understand the business, explore capabilities and engage with BENTEC as one single organisation – supporting both business development and long-term growth.

“Aspect understood very quickly what we were trying to achieve. They invested the time to truly understand our organisation, our heritage, the scale of our ambition, and the complexity behind what we deliver – and translated that into a brand that genuinely reflects who BENTEC is today and where we are going.”

Rebecca Clarke
SVP at H&P and President of BENTEC

A stronger platform for global growth

The new BENTEC brand has addressed the previous challenges of fragmentation, uniting four established businesses under one name and one story.

With a clear position, a consistent identity and a website that reflects the scale of the organisation, BENTEC is now better equipped to show up confidently in the market and support its continued growth across global energy engineering.

“What they have created has been embraced across the business. It brings clarity to our story, confidence to our market presence, and unifies our capabilities in a way we have not achieved before. The result is a brand that works for the business, supporting our strategy, our growth, and our future. We are extremely pleased with the outcome.”

Rebecca Clarke
SVP at H&P and President of BENTEC