Chieftain Energy

Our first task for Chieftain Energy was to refine the logo—to keep what was identifiable and worked, while making it something a little less fussy and to adopt Air North’s own orange and blue, as well as a deep grey.

The previous and new Chieftain logos side-by-side. Both feature an aircraft prop engine flanked by wings, though the newer version is a bit simplified and cleaner. It drops gradient and glass effects for a simpler colour scheme based on that of its parent company, Air North. On the left side is featured a cartoonish illustration of a moose in overalls looking at a fuel tank that has the Chieftain Energy on it. A bear looks on curiously, presumably hoping that the moose is happy with the results of the inspection. Two other illustrations are featured, one of a bear adjusting a thermostat alongside copy that says 'Heat Saving Tips: Mind your Thermostat', and a second featuring a bear tucked up in bed with the text 'Cover up and thermostat down'

Some of the illustrations for the social media series of heat saving tips.

Over time, we produced a wide range of print ads, an illustrated social media campaign with heating tips, and artwork for a variety of fuel trucks.

A photograph of a Chieftain Energy fuel delivery truck parked on a Whitehorse road with fall colours visible behind it.

Chieftain Delivery truck with vinyl wrap designed by Design Station. Photo courtesy of Simon Blakesley Photography.

Four illustrations or diagrams of Chieftain Energy fuel delivery trucks, showing the branding style on the cab as well as the prints/wraps on the tanks. We'll discuss more in the caption that follows!

The raven, wolf, moose and bison artwork and truck livery design by Design Station. Each illustration has a separate mountain illustration based on a Yukon mountain or range.

A photograph of a Chieftain Energy B-train, which is a tractor trailer pulling two tanker trailers. All of them are wrapped in Chieftain dark grey, with orange and white highlights. The last trailer includes artwork of a caribou and mountain.

We also created the wrap designs for the tractor-trailer b-trains. Photo courtesy of simon blakesley photography.