In 2015, SemGroup was developing a new internal communications program and needed help telling the story to their employees. Their DriveSuccess campaign was rooted in the company’s focus on supporting and protecting both their employees and business partners. It was essential that the story reflect the core values of their company – integrity and character.
Our process began by sitting down with the client to better understand the specific details of their DriveSuccess campaign. After that first discussion, the wheels of success were set in motion. The visual look would find its inspiration along the American roadway.
The collateral design started with big chunky type to make it feel friendly to the reader. The design theme further revealed itself – with dashes inspired by road stripes, map texture inspired by family travel, and a matte-finished brochure that even folded in an atypical way to mimic those old maps.
Other pieces of branded collateral required photography in order to illustrate all of the pieces available to employees. Simple framing and unobtrusive lighting were aimed at highlighting the products and their branding.
As a comprehensive corporate communications program, additional branded materials were required to fully tell the story. With each additional folder and info sheet, our design team never allowed the design theme to distract from the overall message. The unique visual elements were consistently utilized to simply reinforce and advance the core ideas of the program.