Bristow

Transforming a Global Aviation Brand

A leader with a fragmented story.

Bristow Group is a world leader in industrial aviation, delivering offshore transport and search and rescue services across the globe. But by 2025, its marketing materials were inconsistent, outdated, and lacked a clear voice. As one executive put it: “Nothing is cohesive. Everything is all over the place.” Bristow needed a creative identity that matched its market leadership and global reach.

Strategy first, creativity with lift

Fifth Ring partnered with Bristow to deliver a strategic brand transformation. Starting with stakeholder mapping, competitive analysis, and leadership alignment, we developed a unified message platform and a fresh creative direction.

At the centre of this was the 10° dynamic — inspired by the angle at which helicopters approach and take off. This distinctive visual device became the symbol of Bristow’s movement, lift, and direction, connecting operational expertise with brand identity.

Alongside this, communications were refreshed across every channel: brochures, pitch decks, and digital platforms, plus stronger media engagement. In Aberdeen, Bristow teams also received tailored media and interview training to boost leadership presence.

Early wins in the air and on the ground

Though still in its early stages, the transformation is already showing results. Bristow has seen a noticeable improvement in media coverage, with stories more fairly reflecting its capabilities. Crucially, the creative execution of the campaign was so loved by the leadership team that they incorporated it into their brand DNA. Internally, the executive team embraced the 10° dynamic as a powerful expression of the brand.

Adam Morgan, Bristow’s Director of Global Communications and Marketing, highlights the partnership:

“Fifth Ring had all the right media contacts to help us push our messaging out and get a more fair and balanced story in the press. We noticed a marked difference in the coverage we were getting locally. They really helped us shape the narrative externally as well as internally.”

Setting the course for the future

This project marks the first milestone in a multi-year partnership. With a unified brand, refreshed creative, and a stronger global narrative, Bristow is now positioned to own its space as the leader in industrial aviation.

Consistency

A cohesive brand voice and design system across all touchpoints.

Clarity

Refined messaging to spotlight Bristow’s core strengths: safety, reliability, and global leadership.

Engagement

Teams equipped with tools to champion the brand, building stronger connections internally and externally.

Differentiation

Bristow distinctly positioned within the sector through a refreshed creative direction and modern identity.