Lloyd’s Register’s fuel gauge became decarbonization’s key visual

‘Fuel for Thought’ has won Silver in Industry - Logistics at the B2B Awards 2026 for Lloyd’s Register. To close a credibility gap in maritime decarbonisation, the campaign built a distinctive “fuel gauge” visual identity paired with neutral expert content. Webinars drew 2,300-plus attendees – eight times the industry average – and the programme generated £8.6m in closed revenue. Here is the award-winning case study.