As the worldwide leader in
the design, manufacturing, and staffing of large drilling equipment, the company wanted to refresh the brand they'd had since the 1970s. Since the current identity had brand equity, it was decided to evolve the brand rather than redefine it.

During the course of brand exploration and visual studies, it became apparent that a trueline / tagline was also necessary to further communicate the company's international standing and history as well as it's high level of customer service.