BRANDING

Pacific Soda

Pacific Soda is co-developing the Dry Creek Trona Project in the Green River Basin in Wyoming. The project will implement a solution mining process to recover high quality, natural soda ash from the trona beds in the region. It may sound simple on the surface, but a project like this takes years (and years) to get off the ground (or underground, if you will).

Linden first engaged with Pacific Soda to create a brand identity that would help communicate the project’s what and why and how to a variety of audiences.

We kicked things off with a discovery process to learn more about what solution mining is, why the Green River Basin is the best site for the project, how trona becomes soda ash and what the process for starting a massive project like this really is. And we learned a lot. The biggest takeaway was that what Pacific Soda really needed was the right tools to communicate with environmentalists, local residents, potential employees and nearby colleges – not to mention regulatory agencies and other government entities. Tools that would clearly explain what they were doing and the benefits of their project to the state and the nation.

Key Attributes

The key attributes the Pacific Soda brand needed to portray were clarity, approachability, innovation and professionalism. It would also be neat and intentional, with details about safety, the environment and solution mining itself found in accompanying icons and illustrations.

clarity – approachability – innovative – professional – neat – safe – intentional

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The clear solution.

We developed a series of logos for Pacific Soda in black and white first, narrowing these down through surveys and discussions before adding color. The brand that became Pacific Soda was selected for its homage to water (and thereby solution mining), the way it looks clear and simple yet still unique, and how it feels inviting and positive through the brand mark, fonts and color palette.

An accompanying tagline, “The clear solution.” was created to align the brand with Pacific Soda’s main messaging points for their array of audiences: The clear solution for people. The clear solution for the planet. The clear solution for progress. The clear solution for Wyoming.

Flow – Like Water

Putting the new brand to work, we created a website with an overview of the project and its location, as well as informational, downloadable resources that help make it clear what will be happening in the Green River Basin.

Visit Pacific Soda

To further communicate the Dry Creek Trona Project’s value to Wyoming and to the nation, we developed a brochure for the Pacific Soda team to distribute and use to educate their audiences, outlining their key objectives and how solution mining in the area will achieve them.

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