Originally formed as Mountaineer Keystone, Arsenal Resources approached Axiom for help with brand strategy to reposition the company to its investors and stakeholders in the Marcellus region, and to communicate its unique value proposition — delivering the essential provisions of financial returns, employment, royalty checks, community philanthropy and natural gas.
We started the initiative with our proprietary process, THE AXIOM™ Marketing Strategy Profile. Once the company’s positioning, differentiation and key selling messaging platform was defined, Axiom then created the visual vocabulary to consistently express the new brand identity across print and digital applications including logo, tagline, stationery system, animation, website, PPT presentation and trade show booth.
“The brand rollout is fantastic. We are very happy with the branding work Axiom create for us. Folks here could not be more proud of the Arsenal brand. Axiom really knocked it out of the park!”
– Nathan Murphy, Executive Vice President and General Counsel
THE AXIOM™ Marketing Strategy Profile is both a process and a deliverable — and it serves as the foundation and guidance for any subsequent, fundamental branding initiatives. Through this process, THE AXIOM identifies the brand truths of positioning and persona. THE AXIOM often also provides a customized tactical rollout plan to support and nurture the resulting new brand.