IDENTITY & BRANDING

A brand-new engineering start-up, specializing in a type of oil pumping that draws out deeper, harder-to-reach oil deposits, had everything they needed to get off the ground… except a name. I was tasked with developing an identity that would present them as a solid company in the eyes of their clients. Since there isn’t much earth deeper down than the mantle between the earth’s core and crust, we chose the name MANTL.

The brand promise and messaging came from that idea. “From the ground up” literally refers to their process of PCP drilling and their “boots on the ground” service philosophy. I developed a series of print materials to meet their everyday business needs, using a texture that mimicked a cross-section of sedimentary rock to support their logo.