Though Marathon Oil had an established track record dating back more than a century, the spin-off of its downstream operations left the company at a crossroads. Key members of the BrandExtract team worked with Marathon Oil in the decade-plus before the spin-off, helping to develop two generations of the company’s website. This 12-year collaboration record made us a natural fit to reinvigorate and reposition the new Marathon Oil brand.

We created a new identity that captured Marathon Oil’s vision for the future and sparked a surge of momentum for the solo brand.

What We Did

  • Rebranded the company

  • Navigated brand spin-off

  • Increased brand recognition

  • Optimized employee stakeholder strategy

How We Did It

  • Mordernized brand

  • Established relevant brand voice

  • Strategically repositioned the brand

  • Launched new web brand presence

 

The Challenge

To allow each company to share a portion of existing brand equity, the upstream operation retained the Marathon Oil Corporation name and, due to the visible nature of the downstream company, Marathon Petroleum retained the company’s logo and existing brand identity — leaving Marathon Oil in need of a refreshed brand experience in a bold new direction.

Accelerate the rate of change

In order to establish and align the newly spun off Marathon Oil before its official launch as a new company, we had to concept, develop and implement the entire rebranding program, including the website, within an abbreviated timeframe. Additionally, it was important to engage and cultivate buy-in from its employees and customers throughout this quick and dramatic shift.

The Solution

To shepherd a successful brand transition, we worked closely with the company’s investor relations, public affairs and senior leadership teams to define the new vision, and then engage its employees in the conversation.

Showcase the brand’s energy

BrandExtract developed a bold new identity, “The Energy to Do More,” which embodies Marathon Oil’s drive to deliver new technologies and products with an energetic outlook and unwavering responsibility toward the environment they serve. The new brand acts as a rallying point for Marathon Oil employees to share their passion for the work they do everyday.

Build a powerful web experience

The company’s new website is an extension of the brand identity, with a design focused on portraying Marathon Oil’s forward-thinking vision and capturing the company’s global, innovative and socially responsible nature. The digital presence captures the energetic spirit of the company, inspiring pride in employees and stakeholders.

 

 

The Impact

Marathon Oil’s corporate rebranding initiatives were met with excitement and optimism, from both internal and external audiences. After the launch of the new brand, Marathon Oil saw an increase in overall company value reflected in their stock price.

Marathon Oil’s new corporate website won Best of Category at the 2011 Business Marketing Association (BMA) Lantern Awards, and received several Award of Excellence citations for the successful corporate rebranding initiative spearheaded by BrandExtract. AMA Houston also selected Marathon Oil as Marketer of the Year in the Energy: Oil and Gas Exploration and Production category.

BrandExtract and Marathon Oil have since collaborated on further efforts to build on the wave of good energy created by the brand launch, including recruiting and onboarding initiatives as well as regular usability testing to improve the overall web experience.

 

“Marathon Oil has a rich history and is committed to living its established values on a daily basis. This philosophy is in line with how BrandExtract does business. Marathon is comprised of good people, doing good work, and we’re honored to have been a part of rebranding such a notable and successful company.”

— Bo Bothe
President and CEO, BrandExtract