Rebrand, Zero In
Roles: Creative Direction, UX (Audience) Research
Roles: Creative Direction, UX (Audience) Research
The rebranding of Oxy was a critical endeavor, with the primary objective being a transformative shift towards a sustainable, low-carbon future and secondary, the cultural integration of Anadarko Petroleum which had been recently acquired. This path towards net-zero emissions and carbon capture was challenging, requiring an authentic approach devoid of "greenwashing." The market was vigilantly observing our trajectory and it was evident that Oxy's ambitious strategy had its skeptics. Despite the public skepticism and critiques, the rebrand emerged successful. Oxy not only became the frontrunner in the S&P 500 in 2022, but it also obtained a significant $1 billion grant from the U.S. Department of Energy to establish direct air capture hubs in Texas and Louisiana. This cemented Oxy's leadership status in energy transformation and represented a broader turning point for both the company and the energy industry as a whole.
Brand Launch Video
2021 Climate Report, Strategy to Achieve Net Zero Graphic | View the report >
