Committed to the bit.
PROJECT DETAILS
Devon Energy was facing a communication blockage; with diverse audiences, nuanced value propositions, and a murky brand presence, they were struggling to show up in their spaces in the right ways.
With comprehensive discovery, we distilled their true audiences and pulled out the insights we needed to develop a look and language that would unify Devon internally and rally its audiences to its purpose, building brand love all along the way.
Big asks need big vision.
Big asks need big vision.
Devon originally came to us with an immediate demand for video, but initial discussions revealed that the brand’s needs spanned far broader than that. With a whole host of audiences expecting conflicting things from them, they were hesitant to say anything about anything.
We decided to work backwards — clarifying Devon’s audiences and distilling the brand truths relevant to each one. Only then could we evolve the established brand and positioning without losing sight of the company’s legacy.
Pointing Devon’s positioning away from the industry’s.
Pointing Devon’s positioning away from the industry’s.
We knew that in an industry where every communication carries an inherent risk of being picked apart or misunderstood, we’d have to communicate with conviction.
We used discovery and a healthy dose of gut instinct to distill audiences and pull out the brand truths — the identifiers that define Devon at its core. These informed the development of a brand guide and messaging playbook; their first reliable brand positioning resources.
Enter: the Devon Brand Expression.
A brand-aligned creative guiding tool that organizes Devon’s brand and audiences so they can create relevant, cohesive content across audiences and value props.
Enter: the Devon Brand Expression.
A brand-aligned creative guiding tool that organizes Devon’s brand and audiences so they can create relevant, cohesive content across audiences and value props.
Your logo is only one piece of a bigger whole.
Your logo is only one piece of a bigger whole.
Devon lacked a visual identity that reflected the thoughtful operator, employer, and community partner they are. Their logo was their strongest existing asset, so we evolved the brand around it, preserving the brand equity it had already built.
The refreshed identity brought their values to the forefront and quickly earned support across the company — everyone rallied around the look that felt truly Devon.
Results
We helped Devon identify their core identity that could be visually and verbally impactful to all of the many people they speak to. By bringing real language to the brand truths that they’d been uncertain how to articulate, they were able to show up on the outside as the company they’d been all along.
This went far beyond a typical rebrand; this was a repositioning and realignment effort that positioned Devon as a strong player in the future of energy.
