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Design Case Study: Elevating a top propane company with billboard design – and superheroes

Eastern Propane is a staple in the oil and propane landscape of New England, and we have helped them with numerous design projects including impactful, eye-catching billboards. We worked with the marketing team over several years to create punchy, engaging designs with custom photography that showcase the family business’s focus on service and trust. Additionally, we created some super-fun superhero designs. More on that later!

WHAT WE DID
  • Billboard design
  • Coloring book and trading card design
  • Photography shoots
Cartoon superheroes and bear pose; behind them is a billboard and a book titled Eastern Superheroes.
A billboard reads Fueling Good with five people and two dogs sitting in front of an Eastern propane truck.

Billboard design

Eastern has three billboards across the state located on major roadways with high visibility and wanted to take them to the next level with a fresh new take on the design with consistent, simple messaging.

Coloring book and trading card design

Eastern strives to be a great neighbor throughout all the communities they serve. For more than 90 years, Eastern has been committed to supporting and participating in activities that help others through community events and educating families on the benefits of propane. Thinking outside the “tank,” Eastern called on us to help bring the idea of Eastern superheroes to life to connect with the littlest Eastern customers with an educationally-themed activity book, hero trading cards and gear for tradeshows and community events.

  • Developed three Eastern superheroes – C3, Ethyl & Energy Bear
  • Created persona trading cards for each superhero
  • Designed life-sized superhero cardboard cutouts for an interactive photo opportunity
  • Developed and illustrated a 16-page activity book
Activity book titled EASTERN SUPERHEROES with cartoon superheroes and open pages showing coloring activities.

Photography

Impactful imagery is important for visually connecting with customers and for brand recognition. Understanding that, Eastern was eager to capture new photography that elicited emotion and captured New England’s seasonal roots to enhance their marketing campaigns and set them apart from their competition. Partnering with New Sky Productions, Cookson managed the photo shoots and provided creative direction for new photography that was used in a variety of marketing materials such as website, social media and billboards.

3 full day photo shoots
2 mini photo shoots
Captured more than 3,000 photos

A man hands something to a young boy while standing on grass in front of two propane trucks.
Two men walk on grass near two Eastern propane trucks with hills and trees in the background.
Two men walk on grass near two Eastern propane trucks with a scenic landscape in the background.
Two Eastern propane trucks parked on grass with a scenic, hilly landscape and trees in the background.
A propane truck is parked in an orchard with red apples scattered on the grass in front.
A man in a blue shirt stands beside an Eastern propane delivery truck on a grassy field with hills in the background.
A man in a blue shirt stands in front of an Eastern propane delivery truck on a grassy field.
Eastern propane truck parked on grass with trees and mountains in the background under a blue sky.
A fuel delivery truck parked on grass with a scenic, forested landscape and hills in the background.
A fuel delivery truck parked on grass with trees and mountains in the background under a blue sky.
A propane delivery truck drives along a road beside a calm lake with autumn trees reflected in the water.
A fuel truck drives past a lake with autumn trees reflected in the calm water.
A silver Eastern fuel truck drives down a rural road surrounded by trees on a sunny day.
A white Eastern propane delivery truck drives past purple flowers and green trees on a sunny day.
A white Eastern propane truck drives past purple and green wildflowers with trees in the background.
Smiling woman in an Eastern jacket stands at the open door of a propane delivery truck.
Smiling woman stands in front of a propane delivery truck labeled Eastern in an outdoor lot.
Smiling man in uniform walks beside a branded service truck parked in a residential driveway.
Smiling man in polo shirt walks beside a branded company pickup truck parked in a driveway.
A man in a blue shirt walks beside a branded company truck parked in a driveway near a garage.
Man in blue shirt stands on walkway outside a house, holding a folder, with trees and a truck in the background.
A man and woman shake hands outside a gray house with shrubs and steps leading to the entrance.
Five smiling people sit on grass with cats and dogs in front of a propane truck, enjoying a sunny day.
Five smiling people sit on grass in front of a propane truck, holding and playing with two cats and a dog.
Five people sit on grass with pets in front of an Eastern propane truck, smiling at the camera.
A man, woman, and dog pose in front of an Eastern propane truck on a cloudy day.
Four people and two dogs sit on rocks in front of an Eastern propane truck, smiling at the camera.

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ALL CASE STUDIES
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Crisp Print Pieces by Sky

Give your print pieces a satisfying CRUNCH! with compelling content, on-brand design and layouts that stay fresh, not stale, all season long.

Serves

In-person audiences

Cook Time

varies, depending on deadlines

Prep Time

1-4 days

Ingredients

  • 1 brand guide

  • Content, to taste

  • Imagery (homemade preferred)

  • 1 half-doz. layout sketches

  • 1 creative brief

  • 1 preferred printer

  • Paper stock, varying in lbs.

Directions

  1. Gather ingredients, then open InDesign (or layout software of choice) to prepare your pieces.

  2. Arrange content across pages, blending white space and hierarchy; proofread carefully between each revision and strain out typos.

  3. Simmer typography, colors and placement until consistent and cohesive.

  4. Top with QR codes, sample test prints on paper stock and serve hot off the press!