PETRO.AI
Client Overview:
Petro.ai is an Oil and Gas data analytics company that developed a cutting-edge platform that organizes and activates disparate O&G drilling data, empowering engineers and geologists to interact with it—and each other—in ways never before possible.
Role:
Creative Director
Brand development overview
Our goal was to combine three stand-alone applications into one offering—one brand. Previous to developing Petro.ai, each application had a unique name and design system. Needless to say, things started to get confusing .
Through extensive research, we found that both current and prospective customers loved the products—specifically, the prospect of dedicated customer support. But, when asked to explain how they felt about the brand, they struggled to convey what the brand was—or what they stood for. It turns out that the client also struggled with that internally.
Who are we? How do we describe ourselves? What is our voice? How do we equip both our sales and marketing teams to speak about our product in a smart, confident and clear way?
Luckily, we have some experience there.
The Ask:
Develop a new stand-alone brand that includes:
Logo & Logomark
Design and Messaging guidelines for both internal and external stakeholders
Messaging hierarchy that speaks about the product across the buyer's journey to multiple audiences
Executive Sales Presentation Slideware
UX/UI/Visual Design of a new website
THE PROCESS
We spoke to a lot of people.
It starts with research, real conversations, and a ton of note-taking. After sifting through hours of interview, we arrived at a series of observations and insights that informed our recommendations.
We explored a lot of logo directions.
This was the fun part. We explored a wide range of design styles, philosophies, and personal tastes to try and land on a logo that tells a story.
We built solid pillars.
A Brand is only as strong as the pillars stand upon. They not only spoke to the power of the platform but also to the people who build, manage, and support those who use it.
THE BRAND BOOK
Visual direction
We developed a full-slate of brand elements that included:
Logo marks in a variety of orientations
Primary, secondary, and tertiary color pallet
Typography (fonts and usage)
Photography (style and usage rules)
Iconography Library
Layout rules
Messaging
It all begins with an idea. Maybe you want to launch a business. Maybe you want to turn a hobby into something more. Or maybe you have a creative project to share with the world. Whatever it is, the way you tell your story online can make all the difference.
The Logo
Every logo should tell an effective and simple story. The chosen logo covered three main concepts:
We’re focused on Oil and Gas. The sharp and angled shapes were inspired by drill-bit patterns that connect back to the oil and gas industry
We’re an open platform. The shape also resembles an “open box” which conveys the scalability and limitless nature of the Petro.ai platform.
We’re Secure (and Powerful). The mark also resembles a “shield” that conveys security, protection, and strength.
This gives us a logo that says:
“Petro.ai is a secure and scalable data and analytics platform that is purpose-built for all of Oil and Gas needs.”
