01 Introduction —
Sense Linear was a newly developed inspection software designed to replace Sense Pipelines, Fugro's existing pipeline inspection platform. The transition represented more than a software update. It required the migration of 276 employees working across global marine projects to a completely new workflow before the legacy system was retired on 1 September.
My role was to develop the visual identity, communication assets, and adoption campaign that would support the rollout, educate users, and encourage confidence in the new platform.
02 — The challenges
Inspection engineers and project teams relied on Sense Pipelines daily to analyse survey data, validate findings, and deliver outputs for high-value client projects. Any resistance to adoption, confusion around functionality, or delays in onboarding could impact project efficiency and increase operational risk.
The challenge was to:
Introduce a completely new product to an established user base.
Build trust in the software before the legacy platform was decommissioned.
Communicate complex technical features in a simple and engaging way.
Create a visual identity that differentiated Sense Linear while remaining consistent with the wider Sense product suite.
Ensure global awareness and adoption before the September cut-off date.
03 The process —
To support the launch of Sense Linear, I developed the product's visual identity and communication strategy, creating a cohesive brand that aligned with the wider Sense ecosystem while establishing a distinct presence.
The focus was on simplifying complex technical information into clear user benefits, helping teams understand how the new platform would improve efficiency, data quality, and collaboration.
To drive adoption ahead of the 1 September retirement of Sense Pipelines, I developed a suite of launch materials, including brochures, promotional assets, email campaigns, and social content. Working with regional champions, these communications were distributed globally to ensure a smooth transition and encourage engagement with the new platform.
