Below the Surface

West Virginia-based Steptoe & Johnson has emerged as a major player in the shale gas production and broader energy fields regionally and nationally with expansion into Pennsylvania, Ohio, Texas and Colorado. The goal of the Below the Surface thought leadership initiative is to enhance the efforts to position Steptoe as a leader in the field. The study included phone interviews with roughly 100 executives who are doing business in the U.S. shales and sets out to map the legal issues, trends and expenses in shale exploration and production.

The research results, produced in print, online and for a presentation at a major energy symposium, are built and “written” for the scanning reader—all with easy-to-absorb information graphics designed to work with and enhance Steptoe’s brand. A clever and compelling design format is an analog for the issues that sit Below the Surface of shale gas production—presented in a layered, stairstep format. The format breaks the mold of the traditional research white paper to increase memorability.