Branding & Strategy, Design, New Work

Herring collaborated with Rowan Companies – a global provider of offshore contract drilling services – to develop a new logo and identity for a joint venture (JV) they were entering with Saudi Aramco – the world’s largest integrated energy enterprise. The brand name, developed by the client, is ARO Drilling. ARO is pronounced as “arrow” and stands for Aramco Rowan Offshore.
ARO Logo on helmet

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Design, New Work

Hagler Home Page

Founded in 1996, Hagler Systems is an EPC company that provides engineering consulting, manufacturing, project delivery, and asset management solutions to clients — sectors as varied as oil & gas, dredging, phosphate mining, sand & gravel, and more.

Hagler Systems looked to Herring to help them update their brand messaging and website design. The update would showcase their full scope of services that they have fine-tuned over the company’s 20-year history. Read more »

Design, New Work

annual report by herring

With the current challenges in the energy market, it was important for Noble to report their recent accomplishments and communicate their plan of moving forward with confidence. With a minimal design and a clear message, we helped Noble Energy connect with their shareholders and developed their 2015 Annual Report. We created a mobile-optimized web component to complement the printed piece.
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Design, New Work


Spectra Energy, one of North America’s leading pipeline and midstream companies, wanted their message for the 2015 annual report to be a bit more personal than previous years. The leadership is very passionate about the role natural gas has in this country’s ongoing energy discussion and we had to make sure that this message would connect with the audience.
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New Work


We are excited to announce our collaboration with Enable Midstream Partners to produce their 2015 Annual Report which won the platinum award at this year’s 2015 Vision Awards Annual Report Competition, hosted by the LACP (League of American Communications Professionals LLC.) Enable and Herring won the highest recognition in the category, Energy – Equipment and Services.
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Branding & Strategy

Persona Discovery Grid

Personas are part of the bigger Brand strategy and should not be overlooked. 

A buyer persona is a character that represents your target audience. It takes into consideration the user’s goals, desires, and limitations that guide purchasing decisions.

Brand personas build an emotional connection with your brandThink of your brand persona as your company personality

Create a design persona that represents your brand. Your company’s persona should mirror how you want others to see you.

It should be personal, memorable, and invoke an emotional connection. As a result, it will help draw customers to your company and what you can offer them.

Persona Dimension and Attribute examples

  •  Competence; reliability, hard-working , secure, intelligence, successful
  •  Sophisticated; upper-class, good-looking, charming
  •  Exciting; daring, spirited, imaginative, daring
  •  Honest; wholesome, sincere, friendly, down-to-earth

Wondering how to create a strong brand persona and discover the benefits to your company? Herring helps companies from large to small focus their strategic brand, let us help you.