Refreshing the brand for a drilling company with 30 years of history

In mid 2023, Hagstrom Drilling approached Gilligan Group to revitalise their branding, logo, messaging, and website.

With a solid reputation built on 30 years of consistent performance, Hagstrom’s existing brand is well-known among their clients. However, to take their business forward into the next growth phase, they needed a fresh visual and verbal identity that reflected their professionalism, expertise, and superior drilling fleet.

We hosted the Hagstrom leadership team at our offices for a messaging workshop to identify their diversified drilling offerings and gain a sense of their value propositions. It became clear that their existing logo and tagline held strong sentimental value to the client. We determined that the brand did not require a full rebrand but simply an extension and refresh – a tweaking to modernise supporting elements and bring it into the contemporary landscape.

With insights from a field trip to a Hagstrom test drilling site – as well as reflections from our workshop notes – we developed a messaging framework that captured the people of Hagstrom Drilling and their quality operational processes. Running parallel to this, we sought to enhance the range and design of supporting brand elements and company collateral – whilst retaining the existing logo – to ensure currency and familiarity across all forms.

Once we had the updated visual and verbal identity in place, we were positioned to understand how they wanted to be portrayed online. We ideated a web concept that encapsulated this; and that covered off all the services and sectors that they provide.

Their new purpose statement ‘Diversified Drilling Expertise that Hits the Target,’ and their new tagline, ‘Unrivalled Passion, Superior Performance,’ sets Hagstrom apart from the competition and positions them up for future success.

In February 2024, the refreshed Hagstrom Drilling website was published in time for the RIU Explorers Conference, ensuring our client was able to highlight their new brand and updated website to their target market. We also created an exhibition booth design and collateral to reflect the new visual and verbal identity at the conference.

With the major brand refresh project work and the brand anchors (website, logo, messaging) now complete, our relationship has moved to a retainer basis. We create regular engaging social media content, update presentations, and other marketing materials as needed.