New identity for international oil company Dana Petroleum

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International oil and gas company, Dana Petroleum is to develop a new brand identity as the company targets growth in Europe, The Middle East and Africa.

  • Rebrand will support significant international growth
  • Position Dana as a partner of choice in Europe, The Middle East and Africa
  • Integrated digital communications agency Precedent to handle the brief

International oil and gas company, Dana Petroleum is to develop a new brand identity as the company targets growth in Europe, The Middle East and Africa.

A year since the Korean National Oil Corporation (KNOC) acquired Dana Petroleum for $2.9 billion, Dana’s strategy is to grow production and reserves in the UK and internationally. By becoming a partner of choice, Dana’s goal is to more than double the size of the company over the next five years.

Formed in 1994, Dana’s rapid growth and financial success has made it a stock market favourite in recent years. Under new ownership and with a dynamic new management team in place, the company has exciting plans to develop operations beyond its existing bases in the North Sea, Norway, The Netherlands, Egypt and West Africa.

New Director of Group Communications and External Affairs, Andrew McCallum who joined the Dana executive team in November 2011 from Gatwick Airport said:

“Dana has enjoyed great success over the past decade and we want this to continue moving forwards. With the change of ownership in October 2010 it was widely assumed that the Dana brand would disappear but that’s not the plan. Instead, we want to create a new identity for the company that will help us demonstrate our scale and expertise and leverage our unique partnership with the Korean National Oil Corporation.

“We’re delighted to be working with Precedent on the development of a brand positioning that will stretch from oil and gas rigs 200 km offshore, to the company’s new headquarters in Aberdeen, to a new online and social media presence. Our new identity is a central pillar in the broader communications and external affairs programme we’ll be delivering in 2012 and beyond.”

Precedent, a communications agency specialising in digital, brand and print design with offices in Edinburgh, London and Cardiff, were selected following a competitive pitch involving six agencies.

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