Case Study

Concho Resources

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Objective

In 2011, Squires & Company began a relationship with Concho Resources, a Midland-based oil and gas company operating in the West Texas Permian Basin. Working with their investor relations department, we have since crafted a series of annual reports that showcases Concho as a leader within their industry. Concho deliberately chooses to portray themselves without using the stereotypical iconography of their industry. Thus, the task became finding ways of highlighting the company’s core strengths using a different visual approach.

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Execution

Concho’s 2011 annual report, The Right Play, details how the West Texas Permian Basin has always been their primary focus. The word “play” as an oil and gas term describes their area of operation, but also conjures sporting imagery. Midland, Texas is a notable hot-bed of high school football, so that became the perfect visual metaphor to tell Concho’s story.

In 2012, the annual report’s theme was A Cut Above and used stylized graphics of fine jewels to depict the process of uncovering great value through precise operations and a focused strategy. The narrative, printed exclusively on black paper stock using metallic and opaque white inks, was revolutionary in approach and created a very tactile and engaging reading experience.

An aggressive new growth strategy was launched by the company in 2013 and became the focus of their 2013 annual report, Rising To The Top. For this report, Squires used great achievements of humankind like the Apollo moon landing to convey the bold new directions Concho would undertake to reach their strategic goals. A variety of print techniques and paper stocks are employed, further underscoring the grand ideas conveyed in the narrative.

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Outcome

While each of the three annual reports has received awards and recognition, even more importantly Squires has forged a trusting and long-term relationship with Concho. That relationship has culminated into other project work including the Concho website, presentation decks, corporate newsletters, and most recently a company rebrand which will launch in 2014.