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Branding a totally new, 38-year-old energy company

Penn West was a venerable institution in Calgary’s energy landscape, and at its peak, was one of Canada’s largest oil and gas producers. A combination of internal and external factors, including the general energy sector downturn in 2014, led to the restructuring of the company from the ground up as a mid-size producer, including leadership, assets, and approach to doing business.

With this dramatic shift well underway, Strut was brought in to reposition the company, and evaluate the merits of a complete name change. 

Learning more about the changes already made, and those that were upcoming, it became quite clear that this was fundamentally a different company than “the old Penn West” and we strongly believed it would be best to demonstrate this is — at its core   — a totally new company, was with a totally new name.

Working with the organization’s leadership team, we facilitated working sessions using our Brandbase™ process to develop the foundation for the brand strategy. 

We then held multiple Namestorming™ sessions both internally and in collaboration with the leadership team, whittling down a long list to a shortlist, and ultimately…Obsidian.

The name change received overwhelming shareholder approval, and the Obsidian Energy name, logo, and brand has received rave reviews from internal audiences, institutional investors, and energy sector peers.

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The

Idea

Our

Work

The

Idea

Rename and rebrand the organization to demonstrate the fact that the totally restructured Penn West is fundamentally a totally different company, and reflect the organization’s new vision and core values.

Our

Work

Brand Strategy

Name Development

Logo Design

Brand Development

Corporate Materials
Livery and Signage Design

Website Design

Website Development

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