Rebranding PSI…

I don’t often get to use a 450-year-old map as part of a rebranding campaign. Now, in one headline, Petrophysical Solutions, Inc has launched a fresh brand platform. One headline and that antique map, which displays the Gulf of Mexico, now appear together in the Houston company’s first new ad.

Petrophysical Solutions, Inc (PSI) delivers single-well analysis, integrated field studies, seismic petrophysics, interpretations of large petrophysical databases and old log sets and other geophysical consulting capabilities.

The map comes from the cartographic collection of PSI’s President, Bill Price. It was created by Sebastian Münster in 1540. Titled “Tabula Novarum Insularum,” it holds the real key to the company’s rebranding. You see, Münster’s map was the first to name the Pacific Ocean (Mare Pacifum). First to show one of the earliest depictions of Japan (Zipangri). That ship? It’s Magellan’s Victoria, the only vessel of five to survive his round-the-world voyage. But Münster relied on accounts of the New World by Giovanni da Verrazzano to create that part of the map. That’s where the “Great Mistake” began. According to Price:

Verrazano sailed by the Outer Banks of Carolina. When he observed the sounds on the other side of the barrier islands, he mistook them for the sought-after Northwest Passage. Such was the desire of Europe to find an alternative route to Asia, they would grasp at anything that seemed to lead in that direction. Had Verrazano taken the time to investigate, he would have discovered his mistake.

It’s what can happen in the oil industry today: Too many companies buy into a “sail-by” or quickie interpretation. They’re misled by the fast (or pretty) look, then waste their valuable money on completing zones that shouldn’t be tested or worse.

The new PSI brand campaign takes “Petrophysics that Pays Off” vividly to market. The company devotes more time – and expertise – coming up with a consistent, comprehensive interpretation that represents all the information gathered.

We’ve just begun to roll out the message that better, more informed discoveries drive value. Thanks to the clients, as well as to Kay Krenek for design and art direction. There’ll be more to come…

“Petrophysics that Pays Off” and “Discoveries Drive Value” are trademarks of Petrophysical Solutions, Inc. All rights reserved.