Case Study

Jones Energy

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Objective:

Jones Energy, an Austin-based oil and gas company, was in need of an agency to concept and design their very first annual report following their IPO in 2013. While the company was newly public, the family legacy dates back three generations. Jones wanted the narrative to feature that rich heritage, while also introducing the audience to a company that is a best-in-class operator, tech-savvy, strategic, active and involved in community.

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Execution:

In our discovery discussions, Jones had mentioned that their stock symbol (JONE) had been misread by some early on as J-ONE. This ultimately inspired a simple cover for the annual report that would carve the word one out of Jones using two foil stamps, highlighting year one of Jones as a public company. The narrative would also use the word one to describe the singularity of the company’s vision (one mission, one team, one focus, etc.).

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Outcome:

The investor relations team was so pleased with the annual report, Squires & Company was asked to rebrand Jones Energy beginning with a new logo, graphic standards guide, website and presentation deck. We expect the newly revamped Jones Energy brand to rollout before year-end 2014.