Calfrac’s 25th Anniversary

  • In 2024, Calfrac experienced their 25th Anniversary. The goal: shout it from the rooftops. What better way to market Calfrac as a leader in pressure pumping than flex established roots in Alberta since 1999. All materials for the year were branded with a new logo.

    1. Meeting with leadership teams, including C-Suite and upper management, at the beginning of the year, many discussions occurred to better understand what sort of projects should be included for the year.

    2. Built a marketing pipeline to plan out projects for the year with key deliverables and strategies to make them happen. Some key components include: social media strategy, magazine, advertising, and quarterly video production.

    3. Next was implementation! Social media strategy was ongoing through the year but included new posts to gain momentum, like throwback photos, trivia, and did you know series.

      Quarterly videos were produced by working with individuals from various levels of leadership and departments, coordinating and scripting, shooting, editing, and rolling out to employees via internal communication outlets.

      Key strategic advertising occurred with local energy magazines.

      The magazine was a big undertaking with all written copy by myself. Working with various departments, individuals, and countries, we successfully encompassed 25 years of history in a 32-page spread. Rolled out virtually as well as printed mail outs for marketing/advertising.

  • We received excellent feedback through the year from customers on various marketing materials and high engagement on social profiles. Internally, it was a successful year of celebration.

  • Anniversary Magazine Cover

  • Magazine Layout

  • Magazine Layout

  • Magazine Layout

  • Anniversary Logo

  • Advertisement

Internal & External Collateral

  • Various purposes for internal and external collateral include posters for internal events, visuals for print or digital advertising, one-pagers for distribution, and more. Above all the goal for each and every one is to reflect the the brand of Calfrac through visuals and brand voice.

  • Each item is brought to me and while balancing multiple things on the go, I add it to a priority queue and time manage myself to complete all tasks. Whether all verbiage is given or framework for project, I build out each document with attention to detail, changing up the visuals for the goals of the project while still adhering to the brand guidelines. Utilizing information design principles such as hierarchy, layout, and communications, the document takes shape. From there I work with the individual to receive feedback and criticism and then make any necessary changes. Project is complete when the document is handed off in the proper format for print or digital uses. In cases of printing, I often work with one of my local print connections who supply me with preferred pricing.

  • While many of these projects are difficult to gain tangible results in the form of metrics, I have gained feedback in other meaningful ways. Seeing posters that have visual continuity and comprehensive information all lined up at a safety celebration, or field employees chatting about a poster in the break room, these are ways I can understand whether the information and visuals were successful.

  • QHSE Poster

  • Safety Celebration Communication

  • Recruitment Advertisement

  • Indigenous Safety Celebration Poster

  • Training Safety Celebration Poster

  • Occ Health Safety Celebration Poster

  • Indigenous Advertisement

Logos & Patches

  • Finding fun and unique ways to brand clothing and gear for internal gear sales, rewards and recognition, and more. Additionally, the Coiled Tubing logo was built in a strategy to build the Coiled Tubing service line.

  • The Coiled Tubing logo went through numerous iterations in collaboration with the Coiled Tubing Business Manager, and received feedback from the C-Suite as well as the Board of Directors. All other patches were worked on in collaboration with leadership teams with feedback from field employees to ensure they were happy with final renderings.

  • Happy Calfrac employees repping the brand in fun ways for external marketing!

  • Frac Hammer Patch

  • Coil Logo

  • Hat Patch

  • Hard Hat Sticker

  • Hard Hat Sticker