With a name like Unidive Marine Services, it’s obvious what this Singapore-based company does: provide commercial diving services. Over the past 14 years, it has grown into the largest supplier of subsea services for the marine industry, providing the full range IRM; or inspection, repair, maintenance.

The company won market by a focus on quality and aggressive expansion through service contracts – a novelty as the industry was still providing services on a piecemeal basis.

Where else was there to expand after that? It grew topside.

Unidive began to provide topside services – in an area referred to as industrial rope access – to support the oil & gas industry. As its name implies, these services have to do with technicians working from ropes on all manner of structures like derricks, oil rigs, even buildings.

After 14 years of strong growth and a reputation that precedes it, Unidive found its name to be a unintended limiting factor.

Edwin Tan who founded the company and has steered it since as managing director, wanted to tweak the brand, so it might better include its growing topside services and reflect the qualities that has enabled the company to climb to its top spot.

The first thing is to change the visuals. Things like the logos, the corporate colours which all reflect its subsea work. In spite of this wisdom we actually counseled Unidive to keep this for later.

Instead, the decision was to change the website first. After all this was the most easily done. A change of colour was clearly in order, so the site is now a metal grey, totally in line with all manner of marine work whether topside or subsea.

Then the decision was made to treat its industrial rope access (or IRA) work on an equal footing as its subsea projects.

Besides the website, corporate presentations were also completed as there were several partners looking at more strategic link-ups with Unidive.

The presentations and website renewal were completed in under three weeks!

More crucial than the tacticals was the decision to build the brand on two factors: the quality of its work as certified by the International Standards Organization (ISO) – and a myriad other class approvals, memberships and endorsements – and its philosophy of providing offshore standards of safety inshore.

“Safety through Quality” is its new catchphrase. It is not simply peppered through the website. More crucially, the message is built through every article and page that were created.