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BrandExtract Creates New Brand for Antelope Oil Tool

June 4, 2015

Houston brand experience firm BrandExtract, LLC launched a new brand for Antelope Oil Tool Company. Founded as a family-owned company over 50 years ago, Antelope has grown into a leading global supplier of high quality casing and cementing products for energy applications. The newly developed brand helps the company move forward to the next level of its business strategy.

ANT Website

Originally focused on selling to one major customer, the company decided to make a major strategy shift and extend their reach to clients across the entire industry. Several acquisitions had rapidly and dramatically expanded the company’s product and service lines, and Antelope sought a brand refresh to help establish the new voice of the company and introduce it to the broader market.

Based on a 360-degree assessment, BrandExtract developed the brand position “Distinctive tools. Instinctive Service.” to showcase the depth of knowledge, longevity and industry experience represented in Antelope’s team. The identity represents the company’s strength and impact, drawing from its history while remaining focused on the future.

The new brand also served as a vehicle to unite the team and organize recently added product and service offerings within the company’s overall framework. BrandExtract’s collaborative process drove important conversations about how to present the holistic value of the company and restructure offerings in a way that makes the most sense for customers. Antelope’s brand now accurately represents the entirety of the company, helping the team move forward together under a unified identity. 

"BrandExtract delivered a solution that was above any expectation. Antelope’s new brand image mirrors our company’s values as whole. They were really able to dive deep into the roots of our company and get a full grasp of who Antelope is as an entire organization – our values, customer needs and our needs," said Chelsea Troxler, Marketing Manager at Antelope Oil Tool.

The new brand and accompanying website supplies the Antelope team with the tools to communicate more effectively with their audience while providing clients with a better understanding of the company’s philosophy and full range of products and services. Visit to experience the new brand.

ANT Brand Image