Ushering In The Future
TotalEnergies is one of the largest energy providers in the world, is a global leader in the renewable energy market, and is the fifth largest renewables player in the United States. The company may not be a household name in America, but they are responsible for a significant segment of our energy infrastructure. Headquartered here in Houston, TotalEnergies has approximately 7,300 US-based employees.
TotalEnergies has been active in the Carolinas since the 1980s. In 2022, having won a bid to develop the Carolinas’ first offshore wind farm, the company’s Southeast footprint grew substantially. They needed boots on the ground marketing support from a company that would meet expectations of international proportions. After completing their due diligence, TotalEnergies hired Beyond Marketing.
Our charge was to deliver top-quality assets for the high-profile project: TotalEnergies Carolina Long Bay. Our initial engagement was to:
- Create a brand identity
- Design a polished, professional, and approachable website
- Craft to-the-point, informative, and welcoming copy
We also developed a number of TotalEnergies collateral pieces for trade shows and other events promoting the global brand.
The TotalEnergies team worked closely with the Beyond Marketing brand identity team to develop a simple but bold brand mark and complementary custom graphics. Each design element was to be relevant to the Carolinas, symbolize economic growth and ecological prosperity, and comply with the parameters of the TotalEnergies global brand.
The logo selected by TotalEnergies is easy to recognize and remember with its strong C and central graphic element that suggests flowing wind and water. Two versatile custom graphics serve to add context and movement in a variety of contexts, from the website to branded giveaways.
The playful wind and waves graphic further conveys the notion of progress and forward momentum, and the wind farm graphic shows turbines in motion, providing a direct nod to the project.
The TotalEnergies Carolina Long Bay website fulfills every element of the brief. It is clean and crisp while exuding warmth and positivity. The pops of color, use of shape, and generous incorporation of white space feels fresh and modern while the thoughtfully chosen photography shows the intention of collaboration, partnership, and progress.
Seamless navigation provides three distinct user groups – the community, the fishing industry, and suppliers – with quick access to vital project details. The layout and design of each page makes the specific and, at times complex, information easy to digest. Invitations to reach out, connect, and engage are dotted throughout the website, reinforcing the spirit of the design.
All of the site copy was written in-house with input from TotalEnergies committee members located across the US and in France. Each page was carefully crafted to be on-message from a global brand viewpoint, without sounding corporate or aloof. The tone is in keeping with the personality of the new brand: direct, concise and informative, with a touch of Southern charm. The site copy is fully optimized for Google Search visibility from industry and local users.
TotalEnergies is thrilled with their decision to work with a US-based marketing agency to launch the Carolina Long Bay project. We exceeded the team’s expectations in every way, including by capturing a local sensibility that the TotalEnergies did not anticipate being able to accomplish.