Brand Storytelling, a Home Page, History and About Page for Petro-Logistics


Petro-Logistics is the world’s premier seaborne oil trade analytics company.

After reading my oil and gas copywriting page, Petro-Logistics contacted me to help them establish a tone of voice for their new website. They wanted to communicate the company’s rich history using an authoritative yet approachable tone that used consistent brand language throughout the website. I was asked to communicate the company’s positioning in the oil marketplace by writing their new Home page, History page and About page.

What the Client Said

”Thanks very much for the content. We are all thrilled with this text and Laura and I are really happy with the result. All is on point and we are excited to work with you again in the future.”

Daniel Gerber, CEO, Petro-Logistics


After conducting an initial conversation with the company’s CEO, I gathered as much information as I could about the company’s history and its current positioning in the marketplace. We agreed on a professional and approachable tone of voice and translated this into the company’s brand language.

As part of the content design, I used empathy mapping to establish what the reader would see, hear, feel and have while reading each page. After presenting the draft of the History page, the client expressed their delight and suggested some adjustments. Once the page was approved, I presented the remaining two pages. After some additional tweaks, the client was delighted with the final results.