Maersk Oil UK is the North Sea oil operation of Denmark’s global Maersk Group. In 2014, the business was keen to launch a thought leadership project underlining its commitment to the North Sea fields.
One of Maersk’s key corporate values is ‘humbleness’ and so it was import that the project should offer something genuinely interesting and useful, celebrating the contribution of partners and stakeholders, and avoiding the usual self-aggrandisation of corporate publishing.
White Light Media was appointed on the strength of its thought leadership work for clients such as Equiniti, its reputation for excellence in design and its ability to apply the craft magazine ethos to modern corporate publishing.
The subsequent journal, Shelf, was a breath of fresh air in the world of oil industry magazines. Intelligently written, with a wealth of thought-provoking writers, the publication tackled key issues facing the industry, divided into themed chapters. The design strategy was illustration-led, with powerful but restrained use of photography and infographics.
The aim of the publication is to communicate and influence rather than drive tangible actions. The first issue received a very warm response from the target audience of industry stakeholders and, despite the current economic pressures on North Sea oil production, Maersk remains enthusiastically committed to Shelf, with the next issue due for publication in Autumn 2015.