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KPI Bridge Oil, a leading global trader and broker in marine fuels, marine lubricants and risk management products, has today launched its brand refresh campaign.

The refreshed brand delivers the company's new tagline 'responsive maritime partners' and introduces a library of icons conceptualised and designed especially for the KPI Bridge Oil group brand. Some of the reoccurring themes throughout the brand are the company's 'people first' approach, its 'maritime DNA' and its passion for 'unlocking potential'.

The refresh campaign, which began works in 2015 following the appointment of marketing manager Ashleigh Cleave-Wallace [pictured], is intended to better communicate the attributes of the brand and the company's core values.

Heading KPI Bridge Oil's new direction is the group's CEO, Carsten Ladekjaer, who commented: "Amongst other core messages, our new brand strategy communicates our flexible attitude, ability to adapt to today's challenges and our priority to maintain strong relationships and trust. KPI Bridge Oil has stood the test of time, weathered the storms of the bunker industry and it is these key attributes that has helped us to remain a market leader so we felt it important to communicate these."

Cleave-Wallace, who has been leading the brand's refresh project, said: "As part of the campaign strategy we undertook a lot of research. As a well-established brand, successful in the bunker industry for over forty years it was no surprise that people understood 'what we do', but to us it's also equally important that it's understood 'who we are'."

Cleave-Wallace went on to explain: "We felt it was important that the whole group felt a part of this brand refresh and as such all of our people were given the opportunity to contribute. This approach had multiple benefits and encouraged a universally positive response toward change internally."

Along with the brand refresh, the company says 2016 will see it take a new approach to the way it seeks to promote the brand going forward and also how it attracts talented new recruits.

Ladekjaer remarked: "Our brand refresh represents a milestone in our marketing achievements and paves the way for further fresh ideas and development. We expect to launch more exciting marketing initiatives later this year and we welcome you all to visit our website to check out our new look and feel."