Debuting a Refreshed Identity to Stakeholders

Apache Corporation

// 2010 Annual Report // Print


Explain the strategy behind an apparently transitional year, repositioning Apache in stakeholders’ minds as more than an acquisitor—Apache is also an explorer and an innovator.


On one hand, More that Meets the Eye is a clever reference to a refreshed brand identity. On the other hand, it’s the perfect platform for Apache’s 2010 messaging.

The 2010 annual report was the vehicle for presenting the refreshed Apache visual identity to stakeholders. It was also a year of big projects and external pursuits. More than Meets the Eye asked investors to look at their company again. And then gave them good reason to like what they saw.