Concept and design of new visual identity, logo, trade show promotions and booth graphics. The Society of Petroleum Engineers Annual Technical Conference and Exhibition (SPE) is the largest individual-member organization that serves managers, engineers, scientists and other professionals worldwide in the upstream segment of the oil and gas industry. The 2012 conference marked the largest exhibition in the show’s history, bringing together more than 11,000 oil and gas professionals from around the world. Wanting to put forth a new look to position themselves as experts and innovators in the field of material science, providing best-in-class ceramic proppants, Saint-Gobain Proppants needed a complete image overhaul. [Proppants are used to prop open hydraulically created underground fractures that surround oil and gas wells.] A rebrand of the booth space and graphic look was completed to reinforce a more modern, cutting-edge image. A bright, colorful palette was chosen to attract attention and stand out from competitors' visuals. The custom illustrations served as "eye candy" that lured passers-by into the booth space to inquire about the product innovations they depicted. Equipped with new booth graphics, pre-show promotions, and a new visual of a slogan that defined their products' key attributes — “Strong + Light” — Saint-Gobain Proppants stood out from their competitors at the show. “Our new display and supporting materials provide us with a strong foundation in the industry and position us for future success at the SPE exhibition," said the General Manager. This successful rebranded look will now be the basis for future campaigns and collateral.

Published: January 14, 2013