Midnight Sun Energy

In 2013, Kellett completely rebranded Midnight Sun Energy (MSE). The first priority was to give MSE a professional logo, as well as to create a special version of the logo denote the 20th anniversary. This major corporate milestone was to be promoted to the public in recognition of the company’s long-standing contributions to the northern economy and accomplishments.

Timing and Execution

Kellett prioritized the branding and collateral development within a two month period to have the new MSE brand ready for unveiling at Prospects North in September of 2013. To be ready for this, as well as subsequent trade shows including the Geoscience Forum and Cordilleran Roundup.A full tradeshow kit was produced, including portable pop up displays and promotional items to use as giveaways.

To further raise awareness during conference season, MSE secured the rights to prominent signage at the Yellowknife Airport. Kellett developed three distinct pieces with focused messaging, and this signage was later adapted for Up Here Business and Opportunities North advertising opportunities.

Lastly, a new website was developed for MSE and launched in early September. The website is clean and easy to navigate and features an online industrial catalogue of products available through MSE.


The new brand and all collateral pieces was successfully launched in fall 2015, and elevated the corporate profile of Midnight Sun Energy. As MSE entered their 20th year in business, the new brand strongly reflected the same innovation and evolution that they exhibit in their business practices.