Rugged Meets Sophisticated with the Rebrand of Wilbanks Energy Logistics

Identity rebrands a progressive energy logistics brand to express its ability to deliver long-term value and competitive advantage to customers within a very niche industry.

Our Approach

Identity’s brand messaging process hinges on collaboration within our specialty departments and client partners to arrive at a final result of clear and cohesive voice to serve as the foundation for marketing efforts.

We began with a deep dive analysis of Wilbanks Energy Logistics as a company—identifying current brand elements that may be critical or beneficial for the rebrand moving forward. Following the deep dive session, Identity crafted a brand platform meant to encapsulate the overall message in a snapshot, while capturing core messages that carry through to various touch points in the future.

As the cornerstone of the rebrand, the logo and supporting elements—color scheme, typography strategy, icon design, etc.—is the first phase of the new design execution. For Wilbanks, Identity established a meaningful brand image with a flowing line for a statement “w,” creating a sense of movement and depicting the image of an undulating roadway. The color block approach represents the sky and the rich red earth of the oil field.

We quickly determined that real-life imagery of the complex work Wilbanks does was critical to the success of all design elements, which we captured during a two-day photo shoot on an oil rig in the Permian Basin.

Once completed, we began execution, and the voice of the brand began to come to life via the website, internal newsletter, e-blast campaign and an electronic brochure.

What We Did

Identity deployed the following strategies and tactics in order to achieve success:

  • Media Relations & Marketing

    • Brand Strategy
    • Core Message Development
    • Media Relations
    • Photography Direction
    • Internal Communications
  • Creative

    • Brand Strategy
    • Logo Development
    • Website Development
    • Internal Communications Design


  • 2Hermes Creative Awards for Logo and Website
  • 300+ high Impact Photos for Website and Creative Uses
  • 40+ pieces of Custom Wall Art to Brand the Wilbanks Space
  • 4bylined Articles placed in Oil and Gas Trade Publications