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Realigning market perceptions for an offshore wind leader

The quick take

Operating a world-class fleet of jack-up wind turbine installation vessels, Fred. Olsen Windcarrier was widely perceived as a hardware provider despite delivering far greater strategic value through its expertise and solutions.

Partnering with CBC, the company undertook a fundamental repositioning to better reflect its role across the offshore wind value chain. Through strategic insight and brand development, CBC helped establish a clearer market position, strengthening perception, differentiation and ongoing commercial growth supported by targeted lead generation and communications programs.

About Fred. Olsen Windcarrier

Fred. Olsen Windcarrier provides efficient and cost-effective transport, installation, and service solutions to support customers across every stage of the wind farm lifecycle.

The business is committed to the future of offshore wind energy, supplying industry-leading expertise, solutions, and hardware to help establish tomorrow’s offshore wind giga parks.

Scope

  • Brand story and key messaging
  • Brand communications concept
  • New tagline and Corporate design guide
  • Digital content program
  • Exhibition concept
  • Internal engagement campaign
  • Sales support materials

CBC developed a new corporate tagline, ‘Lifting your potential’, to convey the essence of the company’s value proposition.

Challenge
Despite global recognition for its fleet of jack-up installation vessels, Fred. Olsen Windcarrier’s market perception remained limited to operational delivery rather than the broader strategic expertise it provides across offshore wind projects. The challenge was therefore to realign how the business articulated its value – shifting from hardware provider to full solutions partner – while balancing innovation with a proud maritime heritage. Addressing this required specialist strategic insight to redefine positioning, strengthen relevance and establish a more future-focused global brand narrative.
Solution
CBC approached the assignment as a strategic repositioning initiative, grounded in a thorough analysis of customer needs and stakeholder expectations across the offshore wind value chain. This insight informed a unifying brand concept, Lifting your potential, reframing Fred. Olsen Windcarrier as a solutions-driven partner enabling customer ambition rather than simply delivering installation capacity. Supported by a coherent narrative and visual approach, the platform aligned communications around commercial value, strengthened differentiation and established a scalable foundation for future growth and talent attraction.
Challenge Solution
Despite global recognition for its fleet of jack-up installation vessels, Fred. Olsen Windcarrier’s market perception remained limited to operational delivery rather than the broader strategic expertise it provides across offshore wind projects. The challenge was therefore to realign how the business articulated its value – shifting from hardware provider to full solutions partner – while balancing innovation with a proud maritime heritage. Addressing this required specialist strategic insight to redefine positioning, strengthen relevance and establish a more future-focused global brand narrative.
CBC approached the assignment as a strategic repositioning initiative, grounded in a thorough analysis of customer needs and stakeholder expectations across the offshore wind value chain. This insight informed a unifying brand concept, Lifting your potential, reframing Fred. Olsen Windcarrier as a solutions-driven partner enabling customer ambition rather than simply delivering installation capacity. Supported by a coherent narrative and visual approach, the platform aligned communications around commercial value, strengthened differentiation and established a scalable foundation for future growth and talent attraction.
Fred. Olsen Windcarrier | The new brand platform was communicated across multiple touchpoints, including a series of customer-focused print ads | CBC
Fred. Olsen Windcarrier | The new brand platform was communicated across multiple touchpoints, including a series of customer-focused print ads | CBC

The new brand platform was communicated across multiple touchpoints, including a series of customer-focused print ads.

Impact

The strength of this communication platform has supported Fred. Olsen Windcarrier in building a market-leading position in the offshore wind industry.

It is now clearly understood that the business offers complete solutions for the transportation, installation, and maintenance of wind farms, rather than just the hardware, and that its people bring an unmatched degree of expertise and experience to keep every project on track and on budget.

Together with CBC, Fred. Olsen Windcarrier continues to make waves in the sector through various digital lead generation and communication activities, and is widely seen as a leading resource of information, innovation, and solutions for the development of tomorrow’s wind turbines and gigaparks.

Fred. Olsen Windcarrier | CBC redesigned the way Fred. Olsen Windcarrier presents information, including cases and specification sheets, as part of the marketing toolbox
Fred. Olsen Windcarrier | CBC redesigned the way Fred. Olsen Windcarrier presents information, including cases and specification sheets, as part of the marketing toolbox

CBC redesigned the way Fred. Olsen Windcarrier presents information, including cases and specification sheets, as part of the marketing toolbox.

A brand guidebook was developed to ensure Fred. Olsen Windcarrier's brand stays consistent across all channels, tools, and markets | CBC
A brand guidebook was developed to ensure Fred. Olsen Windcarrier's brand stays consistent across all channels, tools, and markets | CBC

A brand guidebook was developed to ensure Fred. Olsen Windcarrier’s brand stays consistent across all channels, tools, and markets.

Fred. Olsen Windcarrier | The a new mission and values were communicated internally in multiple formats to ensure 'buy in' from management and employees | CBC
Fred. Olsen Windcarrier | The a new mission and values were communicated internally in multiple formats to ensure 'buy in' from management and employees | CBC

The a new mission and values were communicated internally in multiple formats to ensure ‘buy in’ from management and employees.

Since the rebrand, CBC has  continued to support Fred. Olsen Windcarrier with multiple digital lead generation and awareness campaigns
Since the rebrand, CBC has  continued to support Fred. Olsen Windcarrier with multiple digital lead generation and awareness campaigns

Since the rebrand, CBC has  continued to support Fred. Olsen Windcarrier with multiple digital lead generation and awareness campaigns.

“CBC helped us to solve a difficult challenge: to change global market perceptions of Fred. Olsen Windcarrier and optimally position our business for the future.

They quickly formed a solid understanding of our needs, sector, audiences, and delivered both strategically and creatively. Our focus now is on lead generation, and together with CBC I have every confidence in achieving our goals.”
Charlotte Backmann,
Marketing and Communication Manager
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