An empowering new brand fit for future growth

After a voluntary financial restructure this upstream oil and gas producer needed a new name and brand position to reflect its new ambitions.

Amplify energy

Memorial Production Partners (MEMP) voluntarily filed for financial restructuring, despite strong operations, high quality assets and a positive cash flow. Their enthusiastic new management team was taking them from a Master Limited Company to a corporation.

It was critical that all their stakeholders, especially employees, understood that this was a progressive, confident, move designed to secure an exciting future.

All about growth

Hundred were briefed to create a new brand and new name for this new corporation. After in depth research and an original long list of 140 names, Amplify Energy was born from the theme ‘Going For Growth’. The word ‘amplify’ aptly reflects their desire to grow: in size, strength, reward, reach and opportunity. The brand look and feel we created mirrored their aims – in the logo, for example, the upwards pointing arrows include a stripe for each of their core values.

Loud and proud

We supported the management team to communicate the new brand identity through internally and externally. A town hall meeting and cascaded targeted internal communications aligned and involved internal teams.  Externally, we applied the new brand to their website, brochures, stationary, signage and workwear to enable maximum visibility. After a successful brand transformation, Amplify Energy is now growing from strength to strength.

“Hundred’s ability to coach us through strategic elements was incredible. They are very thoughtful and have a keen sense of business drivers that allows them to challenge the status quo and add value to their clients…I look forward to working with them again in the future.”

Kim Evans
VP Human Resources, Amplify Energy