Wolf

Journal

It's Fracking Orange

One of the most satisfying elements in the profession of design is seeing the results of your work in the flesh. On steel, alloys and mean machines in this case.

Finding the right color identity for a new company is never just a quick pick and choose. It should not only represent and communicate the brand but stand out from the crowd, too. The task becomes even more demanding when a newly formed identity is established on two well-known brands that have joined forces.

Pennebaker, an awarded Houston based branding agency with whom I’ve had the pleasure of collaborating with for the past year and a half, approached me with a case just like it: Weir Oil & Gas, the leading manufacturer of pumps, and MTU, a market leader in heavy-duty industrial diesel engines, formed a joint venture called EPIX. Their mission being more efficient hydraulic fracturing operations, while mine was to design the colors they should be doing it in.

When you're facing a process of choosing your brand identity colors, I have a good way to put your hand to the plow: map your competition on a color chart and find an empty spot. If you do it well, you may end up owning a color. Just like John Deere more or less owns the color green.

 The first fully integrated purpose-built power system from EPIX at the Offshore Technology Conference OTC 2016.

The first fully integrated purpose-built power system from EPIX at the Offshore Technology Conference OTC 2016.