Showing up and showing out.
PROJECT DETAILS
Impac Exploration Services is a mudlogging company — they make drilling and optimizing oil and gas wells as successful as possible. But as a stand out innovator in the industry, Impac takes the work farther than any other mudlogging company does.
We partnered with them for a rebrand that could prove the value of their innovation and differentiate themselves from the other guys who have done things the same old way for decades.
Differentiation 101.
Differentiation 101.
If you’re gonna talk about it, you gotta be about it. For Impac, that meant showing up for their audiences in a way that left no room for doubt: they have the experience, the tech, and the mindset to get their clients the results they need.
In order to walk the talk, Impac needed to leverage the credibility of their impressive 40-year legacy, while also proving they weren’t resting on their laurels. The foundation of the new brand had to be a confident, bold identity backed by quantifiable, irrefutable proof points.
Building a brand narrative around proof points creates trust and confidence from the get-go.
Building a brand narrative around proof points creates trust and confidence from the get-go.
Better. Bolder. Blue-er.
Better. Bolder. Blue-er.
We rebranded Impac for the next chapter of their business, evolving their look to stand out for their modern audiences while remaining clearly Impac to preserve existing brand equity and recognition.
That meant using color and typography to our advantage for a more innovative and technology-forward look, while retaining their icon based on a traditional oil and gas well symbol. Special tile designs were developed for use throughout the brand for displaying proof points, designed to work across social, web, and print applications.
Collateral messaging and design intentionally aimed to create buzz around what Impac is up to, opening new conversations with potential clients.
Collateral messaging and design intentionally aimed to create buzz around what Impac is up to, opening new conversations with potential clients.
Drilling down to the details.
Drilling down to the details.
To further emphasize the tech-forward aspect of Impac’s identity, we implemented animated textures and background elements throughout the brand and website to visually bring that concept to life. The crown jewel was the custom 3D drillbit that perfectly matched the kind their clients use in the field.
Because Impac’s audiences are already fully familiar with the details of their services, we pivoted away from educational messaging to something stronger. We used straight-up, proof-based, no-bushes-beaten language to tell the audience exactly what makes Impac different, and why no other mudlogging company can do what they do. Every word led to the ultimate point of conversion: if you don’t get Impac, you get left behind.
Results
We helped Impac evolve their brand to better express their bold and unapologetic personality, leaving no question about what they do and how they do it. We positioned them to leverage their legacy while proving that they do innovation better than anybody, allowing them to create more conversation around their constantly improving services.
