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Taking an enlightened approach to upgrading marine fuels

Lorraine Mitchelmore, a Strut client when she was President of Shell Canada, is now working hard to bring an innovative new ceramic ion membrane technology to market, with an eye on solving one of the world’s biggest environmental challenges: the world’s 15 largest ships emit more pollution than all of the cars on every continent. Upgrading the heavy low-grade marine fuels powering the world’s shipping fleet is the best opportunity to make the biggest difference.

Strut was tasked with naming the venture, and creating a brand that instantly communicates the important mission the organization is undertaking: upgrading oil products and removing sulphur and heavy metals, so they emit less. The name Enlighten™ does just that. It’s an encapsulation of the organization’s main offering, it's an enlightened way of powering our world.

With the tagline Lighter fuels for a brighter future™ and a fresh visual approach, the enterprise has a solid foundation from which to start telling its story around the world. As long as the marine industry still needs hydrocarbons, Enlighten will help us use them more responsibly.

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The

Idea

Our

Work

The

Idea

Convince a collection of brilliant engineers to take a more humanistic approach in branding their innovative technology in order to best communicate the benefits of making the world's shipping fleet more environmentally-friendly.

Our

Work

Brand Strategy Development
Brand Development
Name Development
Logo Design
Tagline Development
Key messaging

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