After proving their next-generation, long-lasting, long-distance heater cable technology in the oilfield, Royal Dutch Shell decided to spin off an independent company built around it. Because this new business would provide a specialized service, naming and brand development would be particularly important to the company’s growth and maturation.
After extensive market research and a comprehensive creative process, Adcetera produced a name that suited the new technology and thrilled the key stakeholders: Salamander Advanced Heater Solutions. Adcetera also provided branding and positioning guidance to help introduce Salamander to the industry, along with a full suite of marketing collateral to launch the company, including a brochure, website, business cards, event planning, and merchandising support.
Website Development and Print Collateral
With a strong name and branding approach, Adcetera then designed, architected, and coded Salamander’s website. We also wrote and designed a capabilities brochure, helping solidify Salamander’s developing brand guidelines in the process.
Launch Event and Merchandising
Adcetera helped Salamander plan their soft launch at the Society of Petroleum Engineers (SPE) Annual Technical Conference and Exhibition (ATCE) in Dubai. Using the new company branding, we created a backwall and banners for the Salamander trade show booth, developed merchandising assets, and provided print collateral including brochures and business cards to help build awareness and generate interest about Salamander in the market.