POSITIONING TO FUEL THE FUTURE
When Willoughby first met Carter Petroleum, the company identified itself to the world with a modest maroon “C” as its logo. To position it as a more progressive, consumer-facing global company, we took the brand through a rejuvenation process, complete with renaming. Willoughby strategically updated the identity with a fresh logo, eye-catching color palette and the less restrictive name “CarterEnergy.” The new identity is now infused across all CarterEnergy touchpoints from trucks to the corporate environment.
CarterEnergy returned to Willoughby to partner in creating a 50th Anniversary campaign. We worked with their marketing team to create a mobile interactive celebration that could visit customers and vendors throughout the Midwest. The campaign, “What will fuel the future?” featured a walk-through trailer with educational kiosks. Children were encouraged to share their thoughts about energy, which became part of a photo mosaic on the campaign website demonstrating that our children that will ultimately fuel our future.