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Blumont Energy
New Brand & Website
James McClain came to Estland in 2024 for a new brand and website for a yet-to-be-named Virginia energy company he was forming. Here’s how we teamed up and helped create Blumont Energy.
Three Virginia Propane Companies Become One
the challenge
Branding, renaming companies and developing new websites are Estland’s bread and butter. But when a merger is happening alongside major internal changes, it takes an expert level of marketing and branding finesse. Each of Blumont’s three legacy companies brought an established reputation, loyal customers and unique services to the table. Estland knew that the new branding and rollout strategy must be simple, clear and honor their rich histories to make the transition as smooth as possible.
Building A Brand Identity
a new name and logo
Crafting a new company name was step one, as it’s the foundation of any brand identity and the first impression a company makes on potential customers. After deep research, stakeholder engagement and rounds of pitches, the team decided on Blumont Energy.
- Blumont pays homage to the beautiful Blue Ridge Mountains that surround their service area, and blue is a very trustworthy color.
- Energy communicates their diverse product and service offerings that span several sources, including propane, gasoline, heating oil and more.
Together, Blumont Energy represents trust, experience and dependability.
Next, our team got started on their new logo and brand identity. The result? A company logo that is timeless and instantly recognizable, and a brand guide that supports consistent decisions to keep the identity strong.
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Subtly integrated into the blue mountain icon are three distinct yet unified pillars, representing the legacy of the three founding companies that have come together as one. This visual metaphor not only speaks to their future growth but also reinforces Blumont Energy’s commitment to Dependable Energy Solutions with a foundation built on unity and shared expertise.”
Austin Raines, Digital Designer, Estland
End-to-End Branding, Web & Marketing Support
everything we did
Once the name and logo were approved, our team provided a full suite of marketing services. Estland kept all the wheels in motion and ensured that everything happened in sequence. When you work with a full-service marketing agency, it truly makes the branding process easier. Here’s everything Estland did to support the Blumont Energy team during this major transition:
Building a brand from the ground up for Blumont was an exciting challenge for the Estland team. We had a great story to work from — three family-owned companies merging together as one to continue their legacy of providing energy and great service to their communities.
That story really became the through line of everything we did, from the logo to the messaging to the website. We wanted their existing customers to understand that they would still be working with the same faces, just with a new name, new look and an improved customer experience forged from the strength of the three companies coming together.”
Beverly Virkler, Creative Director, Estland
What I liked most about working with Estland was that they were able to handle everything in-house. We only had to work with one company, which was very efficient. They guided us through every step, listened to our needs and kept us on task, which made the whole process seamless. I would strongly recommend working with them.”
James McClain, President, Blumont Energy
the results
A Smooth Website Launch
In 2025, Blumont Energy’s site launched. The rollout strategy included invoice stuffers, web banners and direct mail, which helped introduce them to new audiences while letting loyal customers know that the people and quality they trust haven’t changed.
With a fresh look and seamless website experience, Blumont Energy’s brand now clearly communicates what they offer. And with Estland’s ongoing support, they’re set up for growth and ready to keep serving their communities for years to come.
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