Frames is a global provider of oil and gas systems and solutions with 16 offices worldwide. Bohemia Amsterdam was hired to develop a clear proposition and brand strategy to unite Frames' various divisions. Through desktop research, interviews, and workshops with Frames employees, Bohemia Amsterdam defined the brand essence, vision, mission, values, and proposition. This resulted in a single corporate identity and presentation, consolidated brochures based on categories rather than individual business units, and a new tagline communicating Frames' unity as "a family of oil & gas solutions."

1. Bohemia AmsterdamFramesB2B Strategy Case
Proposition
Bohemia: Marco de Boer, Kyra Roest
Client: Léon van Bossum, Kristine de Wilde
Frames

2. Bohemia Amsterdam
Situation
Frames is a global provider of high quality custom-made oil and gas systems &
solutions. They handle everything between well and pipeline and service most major
oil & gas companies. With 16 offices worldwide they have grown to be a significant
player in their industry in a relatively short time. Over the years that they have
grown they added several divisions from Process Systems and Flow Control &
Safeguarding to Heat Exchange and Separation Technologies.
FramesB2B Strategy Case

3. Bohemia Amsterdam
Assignment
Develop a clear proposition and bind all Frames divisions together.
FramesB2B Strategy Case

4. Bohemia Amsterdam
Steps
Desktop Research & Interviews
Goal setting workshop with Strategic Team
Positioning workshops with general managers of business units
Conclusions
• Core Values
• Brand Essence
• Vision, Mission & Ambition
• Proposition
Pay-off
Enroll
FramesB2B Strategy Case

5. Bohemia Amsterdam
Desktop Research & Interviews
Bohemia Amsterdam read all available Frames’ documentation,
visited Frames’ locations and interviewed some key Frames employees.
While researching competitors and their positioning,
BA mapped the jargon in the field of oil & gas production.
FramesB2B Strategy Case

6. Bohemia Amsterdam
Goal Setting Workshop
In one workshop with the Strategic Team, BA set up the scope of the assignment
FramesB2B Strategy Case

7. Bohemia Amsterdam
Positioning Workshops
In four workshops with general managers of Frames’ business units,
the Bohemian team drew the companies brand essence, the vision,
mission and ambition, and the proposition.
Using:
• Brand Quadrant
• Core Value Selection Method
• Brand House
FramesB2B Strategy Case

8. Bohemia AmsterdamFramesB2B Strategy Case
Brand Quadrant
Brand Quadrant Bohemia AmsterdamFrames
Function
Differentiators Source Of Authority
Image
Frames Perspective
Client Perspective
Know-How
Brand Quadrant
Brand Quadrant Bohemia AmsterdamFrames
Function
Differentiators Source Of Authority
Image
Frames Perspective
Client Perspective
Know-How

9. Bohemia AmsterdamFramesB2B Strategy Case
Core Value Selection Method
Core Values Bohemia AmsterdamFrames
Involved
Commited
Part of
Immersed
Communal
Interested
Collaborative
Connected
Implicated
Affected
Required
Driven
Motivated
Aimed at
Goal Oriented
Guided
Passionate
Determined
(Mind) set
Moving forward
Taken action
On track
Sharp
Cutting-edge
Precise
Accurate
Keen
Insightful
Renetrating
Decisive
Perfectionist
Straigth
Opinionated
Reliable
Secured
Trustworthy
Strong
Honest
Consistent
Tangible
Related
Organised
Smooth
Reputated
Together
Communal
Part of
Collaborative
Team-oriented
Organised
Everything
Equal
Achived
Familial
Bound

10. Bohemia AmsterdamFramesB2B Strategy Case
Differentiator Value
Aspiration Value
Anchor Value
Brand House
Committed
Strategy Model Bohemia AmsterdamBrand House
Brand Essence
“a family
of oil & gas
solutions”
Together
Reliable
Driven
Sharp
Differentiator Value
Aspiration Value
Anchor Value
Brand House
Committed
Brand House Bohemia AmsterdamFrames
Brand Essence
“a family
of oil & gas
solutions”
Together
Reliable
Driven
Sharp

11. Bohemia Amsterdam
Vision, Mission, Etc.
Together with Frames managers we defined the vision, mission and ambition,
and the proposition in the last workshops.
Bohemia Amsterdam is a fan of keeping things simple. Therefore we used
the following easy-to-explain approach for these subjects.
FramesB2B Strategy Case

12. Bohemia Amsterdam
VMA
Vision: how you see the market you’re in.
Mission: how you want to make a difference.
Ambition: how ‘big’ you want to become.
Proposition
Promise: what you want to deliver to your clients.
Proof: how you can proof your promise.
FramesB2B Strategy Case

13. Bohemia Amsterdam
Tag Line
The new tag line (pay-off) has to:
• communicate unity
• improve cross-sell
• stand out in the market
• carry the brand essence
Note: a tag line conveys the most important product attribute or benefit
that the advertiser wishes to convey.
FramesB2B Strategy Case

15. togeher
team
group
series
field of
expertise
improvement
know-how
comitted

16. Bohemia Amsterdam
New Wind
A Family of Oil & Gas Solutions resulted in one corporate identity, one corporate
presentation for all units, five brochures based on categories like Gas and Flow
Control & Safeguarding instead of several product brochures per business unit.
Check out our other Slideshare presentation Frames Corporate ID for more visuals.
FramesB2B Strategy Case

17. Copyright © Bohemia Amsterdam 2015
All aspects of this presentation – design, text, graphics, concepts, ao –
are copyright Bohemia Amsterdam and it’s affiliates or content
and technology providers.
Bohemia Amsterdam
Generaal Vetterstraat 72-a
1059BW Amsterdam
The Netherlands
+31 [0]20 42 33 555
bohemiaamsterdam.com
Just be yourself.
For more information:
Hugo Kalf hugo@bohemiaamsterdam.com