A name, identity and website for the first digital marketplace in the heavy industry




Natural Resources




Brand Development
UX/UI kit


Oil & Gas giant Shell and IBM have partnered to tackle the mammoth task of innovating the heavy industry. A conservative sector that remains largely unchanged despite years of growth. By combining Shell’s extensive industry knowledge with IBM’s unrivaled technical expertise the partnership is creating a smart digital marketplace for mining, energy, and construction. Wunderdogs were approached to create a brand new name, visual identity, website and UX/UI kit for the project. Following multiple workshops and semantic exploration we arrived at Oren: a bold-sounding name derived from the masculine name “Orin” and lightly associated with natural resources —  “Ore”. On completion of the brand naming exercise the subsequent visual identity was a symbol of strength, leadership and innovation within heritage. Armed with a new brand name and visual tool kit Shell launched the Oren marketplace at IBM Think Digital Conference in May 2020.