Archrock

Rebrand Unites Internal Teams to Reinforce Industry Leadership

In the aftermath of an economic downturn, Archrock, North America's leading provider of natural gas compression services, had minimal brand assets and lacked a compelling narrative. We engaged with customers, leadership, HR, and employees to define a unique brand positioning based on a customer-focused strategy, uniting the company’s internal teams and reinforcing Archtech’s industry leadership.

Challenge

Lack of purpose and identity
The brand was limited to a name and logo, making it difficult to expand the business and retain team members without a clear purpose or brand.

Solution

Full brand with a clear purpose and values
Reintroduce Archrock to the market, build strong positioning, and re-energize employees while attracting new recruits.

Result

Clear brand value and awareness
Greater employee engagement and increased recruitment.

A banner of the Archrock name behind a white truck movign across a rocky road

A turquoise design element for Archrock created by BrandExtract

A yellow logo of Archrock's Uptime slogan and logo

A close up of an Archrock employees hands from working hard at a rig

  • The orange Archrock "Growth" badge

  • The teal Archrock "Proud" badge

  • The blue Archrock "Rewards" badge

  • The yellow Archrock "Team" badge

An example of Archrock's typeface chosen by BrandExtract

White

Black

Dark Blue

Bright Blue

Green

Orange

Yellow

A yellow Archrock badge featuring the Uptime slogan

The Archrock value badges laid out together

“We built the brand around a clear purpose and value, externally and internally.”

By sharpening the brand focus on customer value, Archrock's brand messaging and imagery emphasized reliable relationships and responsive service, supported by the tagline, “Our Time is Your Uptime,” underlying Archrock’s commitment to exceptional customer service.

Connect to the Story

Unstoppable Imagery

The website's new imagery showcased a dedicated team focused on ensuring businesses run smoothly, no matter the challenges they face.

Values in Action

Bold emblems reminiscent of scout badges were created that communicated Archrock’s values and their importance to the mission of the company.

We Rebuild Brands to Grow

Let us help you find your footing with a powerful brand promise and identity to capture the market and grow your business.

Let's Go

A mock up of an digital billboard featuring an Archrock banner ad

A yellow Archrock shirt with the Uptime slogan on it

Archrock flyers plastered over each other with the top flyer featuring a close up of dirty hands clasped together

Three examples of Archrock's "Uptime" branded imagery featuring workers handling tools and pipes

A Clear Pathway to Archrock’s Brand Story

Through strategic brand development, the campaign helped Archrock move beyond just a name and logo to tell a unified brand story that energized employees and strengthened market leadership.

Archrock's brand video talking about how they are driven by "Uptime."

Impact

Uptime Market Leader

Repositioning with real results

Our comprehensive rebranding initiative transformed Archrock from a company with just a name and logo into the natural gas industry pacesetter. We developed the "Our Time is Your Uptime" brand promise that positioned reliable service as their permanent mission, establishing clear industry leadership while driving significant customer awareness and business growth.

Awards

  • 2019
    HBMA Lantern

Impact

  • Delivered explosive awareness growth with 98% lift in customer aided awareness and 64% boost in unaided brand recognition
  • Created "Our Time is Your Uptime" brand promise that captured their core value of reliable service, resonating powerfully with customers who prioritize uptime above all else
  • Drove substantial digital engagement with 584% social media audience growth and attracted top talent with 5,000 job search pageviews, fueling nationwide expansion

More Impactful Work

We Shape Brands for Long-Term Success

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