Baker & O'Brien, a consulting firm in the energy and chemical industries, decided they needed to update their brand to feel more in step with their expertise and strong client partnerships. The rebranding centered around the ampersand in their logo, symbolizing their founding partnership and collaborative approach. The new look brought fresh colors, a more conversational tone, and a clean, crisp visual landscape, reinforcing their reputation as trusted, strategic partners.

The company had a long legacy with decades of experience. We knew that we wanted to maintain a sense of tradition in the logotype, but it was in desperate need of a lift that would help the mark say "We've been around the block, but we're as fresh and relevant as ever".

Through multiple rounds, I crafted a custom logotype using a more modern serif, Begum, as the base of the mark, while incorporating targeted elements from other typefaces like Canela Deck and Amerigo. We also chose to adopt title case for a more approachable tone, and moved their color palette from a generic red to a combination of bright yellow and dark navy in order to further an impression of trust and professionalism.

Baker & O'Brien had originally come to Pennebaker looking for a website redesign before realizing they first needed to update their brand identity before the website could truly stand a chance. Through the classic process (Content Audit > Wireframes > Look & Feel Exploration > Design > Development) we reimagined their website to communicate the brand's central message of partnership while also helping prospects understand what they do and how deep their expertise truly is.

This was one of my earliest projects, and yet it's still one that I'm proud of. It was the first time of many that I was able to guide an entire brand redesign encompassing nearly every touchpoint. The work I did on Baker &'OBrien as part of Pennebaker won a handful of awards from the Houston Business Marketing Association, but what really mattered was the Baker &'Brien continued to grow their practice as they were no longer being held back by a dated brand identity.