Energy industry comms is a high wire act.

The energy industry is global, literal and extremely sensitive. It is also vibrant, exciting and constantly developing.

As agency for South Hook Gas, the UK distribution arm of the Qatar's LNG Gas operations, our challenge was to develop a communications identity and strategy that worked as well and as positively in the Gulf as in Britain.

As a fossil fuel, natural gas can never claim to be entirely non-polluting; but when the choice includes oil and coal, its benefits are considerable. Finding ways to express that requires walking a finely balanced path.