Shipley traces its origin back to 1929 when Thomas Shipley founded the Roosevelt Garage & Supply Company in York, PA. Just across Roosevelt Street, York Manufacturing Company employees found it a convenient place to service their automobiles and fill up their gasoline tanks. A 1957 merger with Humble-Mundis, Inc., resulted in then-new Shipley-Humble.
In the decades to follow, Shipley merged several times and acquired multiple companies in fuel, natural gas, propane, heating & air conditioning units, equipment servicing companies, service stations.
Acquisitions outside of Shipley core energy business increasingly competed for share of mind. Groceries, convenience stores, bottled drinking water, coffee, fast food, home security—to name a few.
Brand experience in low price point sectors such as fast foods devalued perception of higher tier retail or wholesale core energy products.
Brand expansion into unrelated market sectors under a Shipley umbrella not only diluted brand share, but brand management also became cumbersome, inefficient and costly.
Incoherent brand architecture created a Pandora’s Box of complexity between diverse and opposing brand entities. Naming and nomenclature also incoherent, audiences became confused. Brand perception devalued.
with aspirations of expanding its energy offerings in the Mid Atlantic and beyond, we helped Shipley articulate new brand purpose that now drives its business decisions…
company transformation, mergers and acquisitions, environment, plus how it expresses a clear shared value with customers, employees, and Shipley’s increasing global presence
that newly articulated purpose would play out in a clear new narrative, redesigned brand architecture, nomenclature/naming, visual identity and business reorganization in order to achieve a new position in the world of people and energy
the brand adventure driving every touchpoint from behavior, visual, verbal, to experience
new symbol and design system exemplify a positive nurturing energy—the life-force (energy) in people’s lives
equals business strategy
since our work with Mid-Atlantic based Shipley Energy, the company has been named one of the top 10 fastest growing companies in the region
logo design: Bob Wolf, Wolf Design Partners