Problems & Goals
Lee Petrotech needed a new brand delivery system for its global launch. They receive delivery of their first few fleets later this year, and they will hit the ground running. They have big ambition, have hired the best talent from around the industry, and are looking to make big waves right off the bat. We love working with companies who take big swings and have an expansive vision for the future.
We spent an 8 hour day in a brand discovery workshop — the longest brand discovery to date. We built their brand objectives, their client personas, brand statement/position, market position, their archetypal voice, and the foundational components for their visual stylescapes. From that workshop, our team moved to build brand looks and generate feedback on the design. Logos, color sets, typography, and supporting assets would follow to build print, web, and social media assets. There were a few things we needed to steer around: Lee Petrotech has a global reach. IF we weren’t careful the graphics might miscommunicate: le petrotech (‘the petrotech’ in French). If we used upper and lower cases on Lee – we ran a risk of bumping into the Lee jeans brand. An oilfield corporation drives heavy machinery to well sites: the design had to work on hardhats, equipment, coveralls, and corporate letterhead. These might not seem like big considerations at first glance, but we had to steer clear of anything too ‘soft’ or ‘fun’ or ‘dirty/grungy.’ That said, we always sought to humanize a global corporation. They are ‘experience reformed’ because the primary leadership has decades in the industry. They’ve seen what works and what doesn’t — they believe they will make a positive impact on their industry.
Concept & Process
The leadership gravitated to one look in particular: the logo has an aggressive lean/slant that conveys progress. It is large-block and solid – a nod to the faithful stability they offer their client base. Navy also speaks to these inter-industry claims. We mocked up signage for their corporate offices to make sure it worked across applications. The website copy is tight and addresses industry insiders who know the difference in the terminology and unique offerings associated with well-completion services. Their leadership and our web designer, Josh, spent hours under the account agent’s (Jill’s) directed coordination.
Response & Results
Lee Petrotech is managing well-completions across the globe today. They are walking out their ambition for the company. They build the company of their dreams day by day; we are proud and honored to be part of their vision as it materializes. You can see their new website HERE or read our blog on Lee Petrotech HERE.