Today, we’re writing a new chapter in our firm’s history. To better reflect our growth and the realities of the markets we serve, convey our differentiation, and clarify the value we offer to our clients, Unleaded is now PlatinumBlack, a growth consulting and marketing firm, offering tightly integrated strategy, marketing, and creative services.
For more than 25 years, we’ve helped clients define and achieve their goals by challenging conventional thinking, uncovering new possibilities, and guiding them toward meaningful growth.
Since our founding, we’ve been more than a marketing agency. At our core, we help clients develop bold go-to-market strategies and then execute on them, which is the only way lasting growth materializes.
With work grounded in rigorous analysis, we scrutinize business strategies, decode complex markets, and surface insights that fuel smarter decisions and uncover new opportunities for growth. That knowledge becomes the foundation for marketing strategies—and the brand systems, campaigns, and content—that resonate emotionally and perform with precision.
We help clients uncover their unique value and make sure they are known for it. In this case, we were our own client. When we analyzed our business model and strengths, the nature of our work with clients, and the markets in which we operate, we saw a clear need to reposition and rebrand ourselves to better communicate that value.Justin Chatigny - Chief Marketing Officer, PlatinumBlack
We deliver real growth and strong ROI for our clients which, in turn, has fueled our own growth. Over time, this growth has taken many forms: expanded sectors, new capabilities, an influx of first-class talent, and a broader client base. To reflect that transformation, we knew we needed to revisit both our business strategy and our brand, in the interest of:
We started our rebrand as we would for any client: with rigorous discovery, deep data analysis, research, and an assessment of our business, the market, and what our clients need and value.
The companies we serve face numerous challenges in realizing their strategic objectives. They all want sustainable growth, which is often elusive and hard-won. They want actionable, pragmatic solutions that emerge where strategy meets execution. And they want growth in a way and at a pace that makes sense for them.
They expect and deserve measurable return on their investment from their service providers. We provide it by delivering analysis and execution, thinking and doing, ideas and action in equal measure. We wanted our brand to communicate that unlike most strategy firms, we don’t stop at delivering a growth plan. Nor, like most marketing agencies, do we start with brand strategy and stop at creative delivery.
We started by considering our name. For more than two decades, Unleaded reflected our roots, particularly in energy and adjacent industries. And while the name speaks to our history and is suggestive of a focus on the energy industry, which remains a significant part of our strategy and client base, it does not fully reflect our present reality. We needed a name that captures both the diversity of companies we serve today and the spirit of our value proposition. Our clients are B2B companies who are ambitious and who operate in highly technical industries including oil and gas, manufacturing, engineering and construction, cleantech, chemicals, technology, and professional services. Irrespective of their industry and wherever they operate around the world, we help them shape and accelerate their growth so they can realize their ambition.
With PlatinumBlack, we wanted a brand that was fresh, distinctive, and differentiated. So we grounded our creative in the research: analytics, market insight, and voice of customer. The result is a visual identity that reflects both what we do and how we do it. Bridging strategy and creative isn’t always easy, but that’s our strength: a multi-disciplinary team working in sync from insight to execution.Erin Eby - Executive Creative Director, PlatinumBlack
PlatinumBlack reflects our evolution over the last two decades and who we are today. “Platinum black” is a fine powder with powerful catalytic properties, used to increase the rate of chemical reactions. Similarly, PlatinumBlack helps our clients move faster, think bigger, and execute with precision.
With the name selected, we detailed a new brand strategy and visual identity that is distinctive and reflects our unique value.
I'm incredibly energized about where we’re headed with PlatinumBlack—not just because of the opportunities in front of us, but because of the people we have here to pursue them. This team is full of people who take pride in their craft, who are eager to help their peers grow, and who care deeply about helping our clients succeed. We’re focused on delivering real, lasting results, and we’re ready to make our mark as PlatinumBlack.Ben Kleckley - Director of Strategy, PlatinumBlack
Our rebrand is not the finish line—it’s a starting point. As PlatinumBlack, we’re well positioned to grow alongside our clients, attract top talent, and serve ambitious companies determined to scale their impact.
