CarterEnergy

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 in 2009 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 is called “What will fuel the future?”