The Stallion Group
The Stallion Group (recently purchased by Delta Oil and Gas) was a junior oil and gas company with a difference. Unlike many such companies, this one had a desire to clearly educate investors about the industry so they would fully understand the points of difference. The vision of Christopher Paton-Gay, who was also the brains behind Turner Valley Oil and Gas, Stallion was interested in developing properties in the Mississippi valley, using new technologies proven to be remarkably effective at finding reserves.
The project encompassed a number of elements: logo, stationery, corporate brochure and web site.
Corporate Identity
The logo was designed using the concept of a flying horse with wings made of natural gas flames. The primary color was the standard “blue flame” color commonly associated with natural gas. This was combined with serif text to add a conservative touch, demonstrating the company’s careful approach to managing its financial resources. The design was simple enough that it would look good at very small sizes and even if photocopied or sent by fax.
The company’s letterhead was designed to be conservative to reflect the conservative management style of the company. Business cards used two colors: the corporate “natural gas” blue and a legible orange for impact. This same color scheme was also applied throughout the company’s collateral material and website.
Printed Collateral
Printed materials included stationery, presentation folder, and a brochure in the form of an executive summary with individual pages describing each project. In this industry, projects can change suddenly, so this was more fiscally responsible than the standard approach of printing a brochure that included the project details. The folder, or the executive summary by itself, would be issued to people requesting more information, and distributed through trade shows and seminars.
Consistent throughout the brand was the use of horse images on all materials. This mnemonic device optimized name recognition.
Note the use of a horse image in the main panel of the project summary template. This consistent use of photographic imagery added a strong visual tie-in to the company name, helping people remember it.
The corporate presentation folder was clean and simple. A grouping of three images included a picture of a horse. The front cover also featured a blind-embossed logo to create a subtle yet powerful impact. In our digital age, techniques such as blind embossing or die cutting are even more powerful because there are ever fewer opportunities to enjoy tactile sensations when looking at information.
Presentation Design
Also produced were a series of PowerPoint presentations. Again, these did not follow the typical industry approach, but applied fresh thinking to make the greatest impact. Using as few words as possible, the presentations relied on short headlines, graphs, and other images to relate to what the speaker was saying, rather than covering the screen with the usual flood of text and bullet points. This made them exceptionally effective.
Some slides from the PowerPoint presentation show the clean, simple structure which allowed the presentation to put the emphasis on the speaker and key words or phrases used during the presentation, unlike most PowerPoint slide shows filled with excessive text.
Web Site Design
A corporate web site was another part of the project. The objectives were to build a site which demonstrated the company’s desire to educate, along with all the elements needed to show a professional corporate image. Each page of the site used a horse photo and grouped another image in a polaroid-style arrangement. As the site visitor navigated deeper in any section, the top image on the index page for the section would move to the back, creating a visual relationship that helped keep you aware that you were still in that section of the site.
A look at the Stallion home page illustrates how the key branding elements were applied to build a strong corporate message.
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