Newpark Drilling Fluids, the Houston-based specialty provider of drilling fluids for the oil and natural gas industries, had recently engaged ABI to develop a corporate messaging platform to reflect the company’s focus on innovative, sustainable technology. Having developed a corporate messaging platform for the company under the tagline “Cleaner. Faster. Smarter.,”  ABI needed to ensure that its new water-based fluid system was communicated in a way that reflected this new positioning. Working closely with leadership and marketing executives at Newpark, ABI created the Evolution™ brand name and logo, and implemented a major print and online advertising campaign to help drive brand awareness.

ABI’s initial approach was simple—team members identified key publications and websites in the oil and gas industry and analyzed the “look and feel” of the ads they carried. Armed with these findings, ABI developed an ad that not only clearly communicated Newpark’s messaging platform and highlighted Evolution’s capabilities, but also stood out in its surroundings.

The initial ad campaign was the centerpiece of the launch event that unveiled the Evolution name to the industry and harkened a new era in drilling fluids technology. Now in its fourth iteration, the ad campaign for Evolution continues to gain traction in spreading the word about the possibility of sustainable drilling.