Exploring What’s Possible

Apache Corporation

// Global Brand Refresh // Program


Apache faced a great challenge: the company had grown so quickly and so tremendously that its operations and capabilities far outpaced its reputation and identity.


Origin had worked with Apache on its stakeholder relations for several years, so we had an insider’s track on the company’s growth. We supplemented our on-the-job knowledge with research and strategic analysis, guiding Apache to a positioning line and refreshed identity in line with the global energy leader the company had become.

The line “Exploring What’s Possible” complemented Apache’s operational focus on every level. A modern take on the Apache logo better positioned the company among its peers. To date, Origin’s work for Apache has touched every aspect of its business—from uniforms, fleet graphics and signage in the field to presentations and posters in the corporate offices and digital presentations, videos and stationery making their way around the world.