Drag
“I have no room to breathe because there are so many leads coming in, and it’s definitely related to Tiller’s work.”
Hali Reardon
Accounts and Marketing Lead, StackDX
5–10Xforecasted ROI within 18 months
25%increase in inbound leads
1 weekto receive first organic international lead
StackDX is a Calgary-based B2B SaaS platform for the oil & gas industry, designed by industry veterans to bring disparate information into one powerful system. They help upstream and midstream teams digitize and index documents, automate workflows, visualize field data, and track market intelligence — all powered by an AI engine trained on over 50 million industry-specific documents.
Company Size
Scaling (10-200)
Category
Oil & Gas
Services
B2B
Our Work
- Brand
- Web
- Sales enablement
Challenge
Positioning for future growth
As StackDX expanded their reach, they saw an opportunity to bring their products — formerly operating under separate names like PetroNinja and BOE Intel — into a single brand experience. Senior leaders at StackDX recognized the need to evolve their online presence to better serve sales conversations, customer education, and marketing strategy.
“Many prospects would recognize one of our products — like Petro Ninja — but couldn’t connect it to StackDX. So we were running into brand recognition challenges and didn’t know whether to define ourselves as Stack, Petro Ninja, BOE Intel, or something else,” says Hali Reardon, Accounts and Marketing Lead.
StackDX’s internal team had built strong customer relationships and a powerful product suite. Now, they wanted to make sure their brand and website were just as strong — especially as they engaged new audiences and aimed to expand their presence in international markets.
Solution
Clear messaging and a cohesive brand identity
Establishing trust
Despite the need for a more cohesive brand experience, StackDX decided to ease into a partnership with Tiller with two case studies highlighting successful customers.
It was a test. StackDX wanted to see our process, our understanding of their business, and our ability to communicate directly with their clients. But even the test had high stakes. Handing off long-standing relationships built carefully over time to a third party was nerve-wracking.
StackDX’s trust was well-placed. We treated their customers respectfully and captured their story, even the challenges, in a positive light. We also made it easy to participate, requiring only light input from StackDX and a 30-minute interview from their customers. We handled the rest — delivering polished case studies that immediately helped their sales team demonstrate results.
Hali says, “We had always been nervous about asking for testimonials from our customers. We didn’t want to sour the relationship. But what actually happened was that the case study opened up more doors. It strengthened our relationships with some of our biggest clients.”
Those early wins built the confidence needed to move into a full brand and website engagement.
Aligning on vision and message
StackDX had a clear vision of where they were headed. Tiller helped bring structure and clarity to that story. We spoke to their customers and then used insights from the interviews to validate differentiators and define positioning and messaging at the company and product level.
The thoughtful and strategic approach impressed Hali.
“Discovery wasn’t a ton of work, but it was a ton of thinking. Tiller asked us hard questions about our differentiators and who is actually buying our products,” Hali recalls. “Everything after that — other than some copy and graphic approvals — was handled by Tiller. They were the engine pushing us forward. We just helped steer.”
As part of discovery, Tiller also hosted brand personality workshops. These workshops helped StackDX define how they wanted to show up to market — balancing technical credibility with a more modern, approachable tone. It gave their team and ours a shared foundation for messaging, design, and voice across every touchpoint.
This upfront work laid the foundation for the strong visual identity to work to follow, which was, according to Hali, “The part that we were probably the most nervous about.” Tiller put their minds at ease by presenting options that respected StackDX’s history and technical needs, while also pushing them towards a more modern and visually compelling brand identity.
Turning strategy into execution
With the strategy in place, we moved quickly to bring the new brand to life. The visual identity built on familiar elements from StackDX’s legacy while evolving the look into something more modern, dynamic, and scalable. The updated palette, typography, and design system reflected the sophistication of their product and their aspirations as a growing company.
The new website was built from the ground up to support scale, clarity, and performance. We streamlined the information architecture, integrated each product offering into a single unified experience, and created a platform that helped StackDX tell their story and explain the connection between products more effectively, both to new markets and existing clients.
The new copy and positioning were especially impressive to Hali. She says the website’s transformation felt like a Cinderella story — or like growing out of your awkward teenage years.
“Tiller’s ability to capture how our customers speak about our products and turn it into goal-aligned, well-articulated, and really pretty language that never would have occurred to us — that was a huge paradigm shift. The copy is where our new website came to life,” Hali says.
Drag
“Our Managing Director looked at the website and said, ‘We never would have been able to produce something of this magnitude without Tiller.’”
Hali Reardon
Accounts and Marketing Lead, StackDX
Results
25% more inbound leads and counting
The results came quickly. StackDX immediately began using the new website in active sales conversations, and saw their first international inbound lead within a week of launch. This was a strong signal that their updated messaging was starting to reach the right audiences.
“Tiller’s rebrand has people talking about us. New leads are saying ‘I’ve heard of StackDX before’ or ‘I found you through Google’ — which is something we didn’t really hear before,” Hali says.
In the first few months, Hali says that inbound leads grew by roughly 25% — and it’s become harder for their internal team to handle without hiring new talent. “I have no room to breathe,” she laughs. “There are so many leads coming in, and it’s definitely related to Tiller’s work.”
Beyond strong initial results, Hali says that the true impact of the rebrand and new website is still to come. Hali forecasts 5–10X ROI from their engagement with Tiller within 18 months.
StackDX now has the tools and structure to support its next phase of growth — with a brand that matches its momentum, and a website that pulls its story together in one clear, credible destination. Tiller is proud to be part of their ongoing success story.
Key Results
- 5–10X forecasted ROI within 18 months
- 25% increase in inbound leads following launch
- 1 week to receive first organic international lead
Drag
“We have long sales cycles, but I anticipate 5–10X ROI within 18 months.”
Hali Reardon
Accounts and Marketing Lead, StackDX
Let’s build a brand
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