Newpark Drilling Fluids, the Houston-based specialty provider of drilling fluids for the oil and natural gas industries, had recently engaged ABI to develop a corporate messaging platform to reflect the company’s focus on innovative, sustainable technology. Having developed a corporate messaging platform for the company under the tagline “Cleaner. Faster. Smarter.,” ABI needed to ensure that its new water-based fluid system was communicated in a way that reflected this new positioning. Working closely with leadership and marketing executives at Newpark, ABI created the Evolution™ brand name and logo, and implemented a major print and online advertising campaign to help drive brand awareness.