LP Propane
A family owned and locally operated propane provider with the best people and service in town.
PROBLEM
Founded in 1992, LP Propane has become the leading propane provider in Eastern Idaho through a dedication to the customers and always delivering on their promises. The company, however, lacked innovation and was stuck in the mindset of "if it ain't broke, don't fix it." This could be seen across a number of aspects of the business, from the technologies and procedures, to the branding and marketing strategies. The logo, which was created by a family member of the founder, was visibly dated and lacked the proper identity system to evolve with a fast-growing company. After making a few acquisitions in 2023, the company realized it was time to look at rebranding — to show they were serious about the future and confident the brand could become a household name in the communities they serve. Not only did the logo need to be refreshed, but the website UX, the marketing strategy, and the overall visual identity of the brand was due for an overhaul.
SOLUTION
After ample market research into LP Propane's competitors, one thing was clear — a flame was THE icon to represent propane. We didn't want to be like all the other companies, however, and opted to approach the new logo with a unique lettermark that fused the classic red and blue of the original logo, as well as the forward momentum using the angular design. As for the website, we make a concerted effort to understand the goals of new and current customers to LP Propane in order to provide a seamless experience each and every visit. Finally, the marketing efforts were different than any propane company in our area had ever done, showing that even a mundane product such as propane could be cool.
CONTRIBUTION
Within my first month working at LP Propane, I presented a new logo concept to the company executives, explaining that if the company wanted to evolve with the digital age, LP Propane needed an identity that could fit into all the different applications. The previous logo had one orientation which greatly limited the versatility of the brand, and was comprised of 7 different colors which made printing extremely costly. With the redesign of the logo, I developed a pattern that could be used throughout marketing collateral, icons for the services and programs offered by LP, as well as a custom font. Aside from design work, my role encompassed a complete overhaul of the website — changing the style and UX to better serve the goals of LP Propane. Additionally, I was involved in a number of video projects, capturing content of employees on the job, an interview of LP Propane's President talking about the company, and creating a recap video of the company Christmas party. Lastly, I managed all social media posting and running Google and Meta Ads to push leads to the website. All-in-all, the company doubled the number of new customers compared to 2023, with a majority of the leads coming from organic visits to our website.
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