Case Study

An Elevated Brand to Better serve the Organization’s Mission

Every event and piece of collateral WSPA produces on behalf of its members remains connected to the core brand. Consequently, the organization continues to build trust and equity among its stakeholders and its membership.

Client Western States Petroleum Association

The Western States Petroleum Association (WSPA) represents the companies responsible for exploring, refining, and transporting petroleum in the Western U.S. Aiming to ensure a reliable, socially responsible future for petroleum products, WSPA targets political stakeholders and their staff for advocacy on behalf of its members.

However, with a changing climate and the increased use of alternative energy, the game had changed for WSPA. Energy priorities are a hot-button issue, especially in the West. A behind-the-scenes approach to their brand and its presentation was no longer sustainable.

With impending legislative action constituting a threat to their industry, WSPA needed to tell clearer, more compelling stories about their work. The organization needed to shift gears fast to remain an authoritative voice as the energy conversation moves ahead.

Testimonial

“
Position’s ability to take the long-term view of our brand with every design decision have been a game-changer. They care as much about what’s best for our brand as we do.”

Julie Berge Former Director of Communications Western States Petroleum Association

Logo & Brand System

As WSPA changed how they operate, they needed to rebuild their brand from the ground up. We created a cohesive experience that provided a platform to inform the organization’s future initiatives.

The organization’s past logo said nothing about WSPA or what they did. We crafted a clean, professional logo that retained the name and added a custom symbol to evoke the Western states, energy, and progress.

Then, we built a brand system that further positioned WSPA as an innovative, forward-thinking organization. With the following assets, the organization gained the right tools to communicate its established history of expertise.

Program & Sub-Brand Support

WSPA’s brand system enables it to speak to unique audiences that continue to fit the overall brand, including special initiatives and programs like the Women of WSPA Initiative (WOWI) and its Latino outreach initiative, Levanta Tu Voz.

Website

We revamped the WSPA website into an engaging resource for the organization’s stakeholder audience. Updated features included:

Reorganized Information Architecture

Users can browse the site and find what they’re looking for with ease. The site positions WSPA as a helpful resource for timely and authoritative information on the petroleum industry.

Website Features

Resource Hub

An engaging blend of statements, blog posts, and fact sheets communicate the organization’s messages in a persuasive way.

Revamped Storytelling

Site navigation highlights the issues core to WSPA’s mission in a compelling and visually engaging manner that complements the position of the brand.

Event Branding WSPA Annual Conference

WSPA’s 2024 Annual Conference needed to deliver more than just information. It had to energize, unite, and inspire an entire industry. We developed an event brand inspired by the place, anchored by the brand.

The Challenge

Association-led conferences are high-stakes branding moments. They’re among the few times a member-driven organization gets its full network in one room. It’s an opportunity to rally members, deepen loyalty, and cast a vision for the future. But that vision falls flat without a memorable, cohesive brand to bring it to life.

For WSPA, the challenge was balancing three competing priorities:

Stay true to their evergreen event identity and corporate brand
Create a fresh, relevant visual story that resonates with the destination
Execute a wide range of materials across both pre-event marketing and on-site activations consistently and efficiently

Our Approach

A System, Not Just a Style

Rather than relying on a single hero image or visual treatment, we developed a design system built from a flexible set of visual elements. This allowed for greater variety across materials from registration pages and social graphics to signage and presentation slides, without sacrificing cohesion.

Each piece could adapt to different formats while feeling unmistakably part of the same story.

Rooted in Place, Designed for Purpose

Ojai’s natural beauty, architectural character, and spirituality provided rich inspiration. We drew cues from the region’s landscape, colors, and textures to create an identity that felt calm, elevated, and thoughtful, yet grounded in the energy and innovation of WSPA’s mission.

Even without a formal event theme, the design conveyed a clear sense of purpose, highlighting the community’s strength and the value of coming together in a meaningful setting.

A Seamless Attendee Experience

The branding extended beyond marketing materials to shape the full conference environment. From welcome signage to stage design to wayfinding, every touchpoint worked together to reinforce a consistent, elevated experience that felt both professional and personal.

An Elevated, Immersive Presentation

We coordinated with event planners and the A/V team to ensure the brand was carried through each touchpoint. The resulting experience for the audience was immersive, consistent, and elevated with no detail left to chance. We wouldn’t have it any other way.

The Outcome

The 2024 event identity struck the balance WSPA needed. Visually distinct yet on-brand, site-specific yet systematized, and bold yet welcoming. It helped drive attendance, set the tone, and deliver a cohesive experience from pre-event promos to post-conference takeaways.

For associations looking to evolve their event presence while honoring their roots, it’s a powerful example of how thoughtful design systems can elevate every aspect of the experience.

Ready to take your association’s brand to the next level?

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