Murphy Oil Corporation was in the process of spinning off its retail-marketing subsidiary, Murphy USA Inc., into an independent publicly traded corporation. They approached us to develop the brand strategy and position for the newly independent corporate entity, while simultaneously updating Murphy Oil’s brand to more accurately reflect its “exploration-first” mentality and adventurous spirit.

What We Did

  • Guided company through spin-off transition

  • Simultaneously launched three new websites

How We Did It

  • Developed and implemented strategic repositioning plan

  • Defined brand voice and messaging

  • Created a more modern brand experience

 

The Challenge

To prepare for the divestiture, Murphy ultimately needed new brands for both the upstream and downstream company. Additionally, these new brands would need to be reflected across three websites: one for Murphy Oil Corporation, a Murphy USA corporate website, and a Murphy USA consumer site. These would need to be created in record time – the deadline was immovable as the company approached its initial public offering.

Lack of Murphy USA presence online

Prior to the split, Murphy USA only had a relatively modest digital footprint within the larger Murphy Oil Corporation brand. The new company lacked a digital touch point for investors and corporate job seekers. Additionally, it needed a new, more robust consumer-facing site, capable of engaging customers through interactive tools and online promotions.

Refresh brand elements

Murphy Oil’s site needed to be restructured to focus on their global presence and strengthen their brand as oil producers and explorers. They also needed a web experience that would aid recruiting efforts and attract younger talent in the digital age. 

Branding elements were inconsistent across Murphy USA’s existing consumer site. The company displayed multiple variations of its logo and an inconsistent web experience due in part to programs with third party partners.

The Solution

We helped Murphy Oil Corporation and Murphy USA navigate the myriad branding challenges produced by the spin off.  To aid the launch of their new brand identities, we created data-driven corporate sites for Murphy Oil and Murphy USA investors and a separate consumer-focused site for Murphy USA.

Build a seamless web experience

Research for both brands helped develop a targeted approach for each of the digital experiences. By carefully crafting stories for both brands, BrandExtract was able to position Murphy Oil as a more modern global exploration company in the eyes of its investors and potential jobseekers, and launch Murphy USA as the go-to destination for consumers and investors on the road of life.

We created more cohesive, integrated web experiences for both Murphy Oil Corporation and Murphy USA using our proprietary Web Content Management system, SAM. To support the level of third party integration necessary to power Murphy USA’s popular consumer programs, we consolidated vendor information into this single Web Content Management system with a more uniform, user-friendly format. The retail site is now more navigable with quicker access to popular destinations.

 

 

The Impact

Each site showcases the companies’ newly invigorated and strengthened brands. For Murphy USA, we helped position the company as a friendly, local store and the first stop for whatever you need in everyday American life. For Murphy Oil’s brand refresh, we concentrated on its exploration driven and delivery focused mentality.

Both brands and all three websites were successfully researched, designed, developed and launched in time for the initial public offering and on-budget.

 

“BrandExtract has provided valuable observation and understanding into who our website visitors are and what information they are seeking. This actionable insight has really helped us tailor our pages so that our customers get the most from our site and come back often. Their expert team took the complex data and made it sensible and digestible for us. Thanks to BrandExtract, our site has continued to grow and improve.”

— Jennifer Meyers
Digital Marketing Specialist, Murphy USA