Problem

Unearthing African spirit

With a vibrant history, resilient business model and strong future outlook — Wentworth are leading the way in enabling Tanzania's energy transformation. Immensely proud of their African heritage and entering the next phase of growth, their old website was massively missing the mark; not reflecting their personality or character at all. It was time for a change. A big change.

With the old site not only misfiring from a creative point of view, 
it also lacked a clear content strategy resulting in the company's proposition becoming diluted. Alongside creating a more impactful and engaging experience for users, a new site also needed to communicate Wentworth's proposition much more effectively.

Another key challenge was how to represent Wentworth's commitment to and genuine care for the communities and people of Tanzania. Working from a studio on the other side of the world, how exactly could we tell an authentic story of African heritage and dedication?

Approached by Wentworth with the sole remit of refreshing the corporate website, 330 took a step back instead. In just a few chats with the senior team, it was as clear as day, that alongside a new website, Wentworth also needed a new brand.

So the plan was agreed — a completely overhauled brand was to be established first, with a new corporate website perfectly bringing it to life after.

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Solution

Empowering people with energy

We worked closely with the Wentworth teams in both London and Dar Es Salaam top to tail; from lA and UX, to design and build, through to hosting and maintenance.

With certain areas previously overlooked, it was key that any development was framed around core stakeholder groups. From our research, it was clear that internal stakeholders feel a genuine connection to the business, believing in the difference it can make to the sustainable electrification of Tanzania.

This insight grounded our creative process. We knew that what we had instinctively felt from day one was true — Wentworth really is a different type of energy company, putting the people and communities it works in and serves first, wherever possible. Before long, one word came to the fore in our strategy— authenticity.

Colour is absolutely crucial when bringing an African-centric brand to life, so it was considered from the very beginning, resulting in a palette that not only pays tribute to everything Tanzania but also meets all of the W3C guidelines.

With the possibility of sending a trusted photographer to Africa eliminated (thanks Covid!), we instead sourced and briefed a local Tanzanian photographer. The results were simply stunning. Alongside a new, bespoke illustration style, the Company's visual language was taken to a whole new level.

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Impact

Accelerated acquisition

The new Wentworth stepped into the world with aplomb; feeling like a new company overnight. Qualitatively and quantitatively this was backed up, with web metrics going through the roof and investor/analyst sentiment noticeably growing in positivity.

"Stakeholders really want to get a feel for what makes a company different; what makes them tick. Wentworth managed to convey that perfectly — which just makes everything else so much easier."

A historically understated business, it now finally had an exterior that aligned with what those in the know were already aware of for so long — this exciting E&P player was doing good and going places.

And somewhere it quickly went! Less than two years after the new brand launch, Wentworth completed a premium-priced £61.7 million sale to Maurel & Prom, providing shareholders with an immediate upfront realisation of value in cash.

£61.7m

acquisition price

>30%

premium on closing share price