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.
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.