Interview with Elena Wilson, Marketing & Business Development Lead at IBIA – The International Bunker Industry Association
As the marine fuels sector navigates one of the most transformative periods in its history, driven by decarbonisation, alternative energy sources, regulatory change and digitalisation, IBIA – The International Bunker Industry Association has unveiled a new brand identity. Far more than a visual refresh, the rebrand captures the evolution of IBIA’s role as the global voice for marine energy. It reflects both continuity and change, preserving IBIA’s mission alongside a modernised version for the future of the marine fuels industry.
In conversation with Elena Wilson, IBIA’s Marketing & Business Development Lead, we explore the story behind the rebrand, how it was shaped, and what it represents for the association’s future direction.
Table of Contents
The Timing of the Rebrand
Bunker Market: Why did IBIA decide that now was the right time to rebrand?
Elena Wilson: The time was deliberate. The marine fuels sector is undergoing one of the most significant shifts. As we transition towards decarbonisation, adopt new fuel technologies and respond to evolving IMO regulations, the need for a strong, unifying voice has never been more important.
IBIA has always stood for connecting, uniting and representing every part of the marine fuels value chain, from producers and suppliers to shipowners, ports and regulators. However, we recognised that while our mission remains unchanged, the way we express it needed to evolve.
The rebrand isn’t about changing who we are; it’s about reflecting the influence, innovation and ambition of IBIA today. It’s a statement that IBIA is not only keeping pace with the industry’s transformation, we are leading it. We wanted a brand that embodies the confidence and the clarity that our members expect from us, while projecting the dynamism of an organisation that’s shaping the future of the marine energy.
The Rebranding Process
Bunker Market: How did you approach the rebranding process?
Elena Wilson: We wanted the process to be thoughtful, collaborative and inclusive – a reflection of IBIA’s values. After briefing several agencies, we selected one that shared our vision to guide us through a comprehensive rebranding journey. The first step was a perception audit. We reached out to our members, partners and external stakeholders across different regions to understand how IBIA was viewed, what we stood for, what resonated and what needed to evolve.
We asked simple questions such as: When did you first engage with IBIA? How would you describe us? If IBIA were a person, what personality would it have? The feedback was incredibly honest and valuable. People saw IBIA as credible, professional, and technically strong, a trusted voice in the sector. But they also described us as somewhat traditional, even understated, particularly in how we communicated our impact. That insight became our starting point.
The New Narrative
Bunker Market: What new narrative emerged from that research?
Elena Wilson: It was clear that we didn’t need to reinvent our identity, we needed to amplify it. We needed to be more confident and purposeful in how we communicate our role. Our new narrative focuses on IBIA’s mission to ensure a safe, sustainable, and reliable marine energy supply, one that bridges traditional fuels and emerging alternatives.
It recognises the changing fuel landscape, biofuels, LNG, methanol, ammonia, hydrogen and IBIA’s pivotal role in supporting this transition through guidance, advocacy, and education.
We also reaffirmed our unique position: IBIA is the only organisation representing the entire marine energy supply chain.
Equally important was a shift in tone. We’ve moved from a formal, institutional voice to one that’s more active, accessible, and forward-looking.
Ultimately, our narrative is about leadership through connection, connecting expertise, connecting communities, connecting the present to the future of marine energy.
Visual Identity & Symbolism
Bunker Market: Can you tell us about the new visual identity and its symbolism?
Elena Wilson: The new logo and design system are modern, bold and versatile. The globe represents our international reach and role in connecting the global marine energy community. The two vessels symbolise the core of our industry, bunkering as the essential link between energy production and global shipping. And the green element reflects our commitment to sustainability and the transition to alternative fuels.
Our colour palette draws inspiration from both the ocean and the future of clean energy. Deep blues represent our roots, our heritage, while vibrant greens convey progress and environmental responsibility.
The identity works seamlessly across physical and digital formats, ensuring clarity whether it’s on a business card, a conference backdrop or a smartphone screen.
This visual identity tells a story: one of global connection, environmental progress, and industry leadership.
Communication Beyond the Logo
Bunker Market: A rebrand goes beyond visuals. How will this change the way IBIA communicates?
Elena Wilson: That’s absolutely right. The logo is just the beginning. This rebrand represents a broader shift in how IBIA expresses who we are and how we engage with our community.
You’ll see this in our new website, my next project, on LinkedIn and other social channels, publications — more open, conversational, and insight-driven.
We’ll be sharing more thought leadership content, insights, regulatory updates and best practices. We’re also enhancing our digital platforms, events and training to make our expertise more engaging and interactive. The upcoming Annual Convention, taking place in Hong Kong, as part of Hong Kong Maritime Week, from 18 to 20 November, will be the first major event where the new brand comes to life, not just in design, but in tone, content and experience.
In essence, this rebrand changes how we speak, how we listen, and how we lead.
Evolution for Members
Bunker Market: What does this evolution represent for IBIA and its members?
Elena Wilson: It’s a declaration of intent. It signals that IBIA is ready to lead the conversation on the future of marine energy, bridging traditional and alternative fuels, promoting safety and quality, and connecting the global community that keeps world trade moving.
Our members are navigating complex challenges, from complying with new regulations and exploring alternative fuels to integrating digital solutions and maintaining safety and quality standards. IBIA’s role is to connect those dots, to ensure that innovation is grounded in responsibility and informed by expertise.
We’ll continue to advocate on behalf of our members, provide technical guidance and promote education, but we’ll do it with a renewed sense of purpose and a modern, outward-facing approach.
The rebrand reflects our belief that progress in marine fuels must be responsible, innovative and driven by knowledge.
IBIA Today
Bunker Market: Finally, how would you summarise what this new identity says about IBIA today?
Elena Wilson: It says we’re confident, connected and forward-looking. It honours our history but embraces the future. As the bunkering landscape evolves, IBIA will stand at the heart of that transformation, helping our members navigate new fuels, new regulations, and new technologies. This identity expresses who we are today: a global association ready to shape the next era of marine energy, uniting expertise, innovation, and ambition to drive sustainable progress.
IBIA in Brief
The International Bunker Industry Association (IBIA) is the authoritative voice of the global bunker industry, representing all sectors and stakeholders across the marine fuels value chain.
- Founded: 1993
- Membership: Shipowners, charterers, bunker suppliers, traders, brokers, ports, regulators, service providers, and marine energy industry stakeholders worldwide.
- Mission & Role:
- Foster collaboration and professionalism across the industry
- Promote education and best practices
- Uphold high standards of conduct
- Provide a platform for discussion, guidance, and advocacy
- Engagement: Actively participates with other industry bodies, national and international policymakers, and legislators, including the International Maritime Organization (IMO), where IBIA holds consultative NGO status
- Global Forum: Offers a comprehensive platform to address challenges and opportunities in the bunker industry, ensuring the industry’s voice influences the future of marine fuels and maritime regulation
- Offices: UK, South Africa, Singapore
Join the IBIA Annual Convention 2025
With less than two weeks to go, join the global bunkering and marine energy community at the IBIA Annual Convention 2025, taking place from 18–20 November at the Hong Kong Convention and Exhibition Centre, as an official event of Hong Kong Maritime Week.
Bringing together senior decision-makers, innovators, and stakeholders from across the marine energy supply chain, the Convention will explore regulation, alternative fuels, and digital transformation through world-class discussions, training, and networking.
Reflecting on recent IMO developments, Dr. Edmund Hughes PhD, IBIA’s Representative to the IMO, notes:
“The decision to pause suggests that the IMO Member States were not ready to make a decision. To a degree this reflects the complexity of issues requiring additional clarification and confirms the importance of obtaining a consensus going forward. IBIA’s membership can play an active part in building that consensus.”
Source: International Bunker Industry Association (IBIA)