Basic Energy Services Annual Report
The strategy was to develop a memorable thematic that would resonate with the investor audience and could be woven through the messaging, and to visually depict Basic’s business strategy with graphical elements that could be incorporated in other marketing materials.
Brand Attributes and
Tone of Voice
Brand Attributes
Friendly, adventurous, reliable, heartland
Tone of Voice
Vibrant, retro, informative, impactful
Visual Differentiation
The theme “Eyes on the Horizon” was developed to convey the future-focused business strategy. Illustrations in vibrant earth tones on uncoated paper gave the AR a compelling look/feel, differentiating itself from competitors. With rounded corners and elements of a field guide, the book stylistically reflected Basic’s personality of a tactical, down-to-earth company out in the field. The illustrations of services in various geographic settings depicted a breadth/depth of services.
