About the Client
Equitrans Midstream Corporation was formed as a publicly traded, standalone entity when EQT Corporation announced plans to separate its midstream business (gathering, transmission and storage, and water services operations) from its upstream business (natural gas, oil and natural gas liquids development, production and sales, and commercial operations.)
The new spin-off company provides midstream services in Pennsylvania, West Virginia, and Ohio to multiple third parties as well as to its largest customer, EQT Corporation. With a commitment to safety and enriching the communities where its employees live and work, Equitrans Midstream’s infrastructure is strategically positioned to debottleneck the Appalachian Basin, optimizing delivery to meet the nation’s demand for clean energy.
As the third largest natural gas gatherer in the United States, Equitrans Midstream is positioned to provide producers with options to liquidate their product and enhance customer base expansion, organic growth, and pricing structure.
Read more about Equitrans Midstream at www.equitransmidstream.com
The greatest challenge for Group 2 was the timeframe: The brand identity had to be completed within six weeks to meet regulatory deadlines.
The objective of the initial engagement was to provide an exclusive and comprehensive brand identity system that introduced the new company’s persona and offerings. The brand required the approval of not only the EQT Corporate Communication group, but also members of the executive team and board of directors.
As Equitrans Midstream’s marketing and communications needs unfolded, the scope of work rapidly continued to grow along with an aggressive production schedule. Such materials included:
- Brand identity/logo development
- Comprehensive identity standards guide
- Stationery package
- Responsive website with intuitive content management
- News release template
- PowerPoint deck template
- Print collateral and associated templates
- Photo library
- Exterior building signage
- Social media graphics
- Corporate ID badges
- Apparel and premiums
- Phone application icon
- Internal SharePoint site logo and graphics
- Code of Business Conduct & Ethics Materials
In addition to the materials developed for Equitrans Midstream, complementary family logos and supporting collateral were created for EQM Midstream Partners, LP; EQGP Holdings, LP; and a combination logo brand for “EQM/EQGP.”
Based on a proven relationship built upon solid customer service and quality design, EQT Corporation engaged Group 2 to develop the entire suite of brand guidelines and collateral.
Group 2’s Solution
Group 2 hit the ground running and put our full creative team to work. Within 10 business days, Group 2 presented 13 refined logo options with creative rationales that explained the design concept. Each option reflected aspects of the midstream process: movement, gathering, transmission and storage. Within 4 days, the final logo was selected.
The winning logo design presented a sleek “E” icon, representing a pipeline network moving in a forward direction. The top of the “E” emulates the upstream process and the bottom, downstream. Collectively, they create the thicker middle crossbar uniting the two operations. The contemporary blue color palette complements the approachable lowercase typography and alludes to the water services operations of the midstream process.
As the logo was being finalized, development began concurrently on the branding system. Project flow, client-to-team communication, concept presentations, and chronological project archives were streamlined through cloud-based project management tools including our project management system, Basecamp, and website content development tool, Jumpchart.
The responsive website – developed in WordPress – presented an intuitive overview of offerings and site content through scrolling pages, easy drop-down navigation and footers. Sub-pages were clean and content driven with minimal but strategic imagery.
View the new website: www.equitransmidstream.com
Equitrans Midstream’s comprehensive branding platform was solidly established and fully launched two weeks prior to the company’s official first day of trading on the NYSE.
You can always depend on Group 2 to help with your branding, marketing and website needs. Let us help you create a competitive edge. Call us today at 412.605.0834, ext. 3000 or reach us by email at email@example.com.