How Shearwater Geoservices achieved brand consistency for 1,200 employees in two weeks
HQ:
Bergen, Norway
Industry:
Marine Geoscience
Size:
1,200 employees
Features used:
Background
Shearwater Geoservices is a global marine geoscience company specializing in offshore data collection. Its work supports oil and gas exploration, wind farm installations, and carbon capture initiatives for energy companies including Equinor, ENI, Total, and Shell.
During a company-wide rebrand, Shearwater needed to bring 1,200 employees across multiple locations and vessels onto a consistent email signature that reflected its new identity, including offshore teams working rotational shifts on shared email accounts.
Before & after
Before
Inconsistent email signatures that didn't reflect the company's refreshed brand identity
No easy way to apply brand guidelines across global operations, including offshore vessels
Offshore teams sharing email accounts across rotational shifts, with no flexible way to update signatures
No distinction between internal and external email signature styles
After
Consistent, on-brand email signatures across the entire organization
Brand guidelines applied uniformly across onshore and offshore operations
Offshore crews can update signatures to match shift and role changes
Separate signature styles for internal and external communications, improving thread readability
A reported increase in marketing ROI from campaign banners embedded in email signatures
Shearwater's challenge
As Shearwater carried out a company-wide rebrand, keeping email signatures consistent across a dispersed, ship-based workforce became a real problem.
The team faced several issues:
Brand misalignment: Existing email signatures didn't reflect the company's newly refreshed identity.
Offshore compliance: Applying brand guidelines consistently across global operations, including offshore vessels, added complexity.
Shared accounts, rotational shifts: Offshore teams frequently shared email accounts due to shift rotations, and needed a flexible way to keep signatures accurate as roles and personnel changed.
No internal/external distinction: Using the same signature style for internal and external emails made threads harder to read.
Shearwater needed a solution that could enforce its new brand identity centrally, while giving offshore teams the flexibility their working pattern demanded.
The results
1,900%
reported increase in marketing ROI from email signature campaigns
1,077
monthly visitors to campaign landing page via email signature banners
Two
weeks to implement across the organization
How Exclaimer helped
Shearwater chose Exclaimer based on strong peer reviews and recommendations from other teams already using it.
With Exclaimer, Shearwater can:
Standardize email signatures across the organization from a central platform
Give offshore crews the flexibility to update their own signature details as shifts and roles change
Apply separate email signature styles for internal and external communications
Run campaign banners with a call-to-action linking to a dedicated landing page
Since rolling out Exclaimer, Shearwater has used email signature campaigns to drive measurable marketing results, alongside the consistent, on-brand presence its rebrand called for.
The team is now looking at further digital marketing initiatives and deeper integration of email signature campaigns into its wider marketing activity.
