Our Work: Eastern Propane

Design Case Study: Elevating a top propane company with billboard design – and superheroes

CLIENT: Eastern Propane

Eastern Propane is a staple in the oil and propane landscape of New England, and we have helped them with numerous design projects including impactful, eye-catching billboards. We worked with the marketing team over several years to create punchy, engaging designs with custom photography that showcase the family business’s focus on service and trust. Additionally, we created some super-fun superhero designs. More on that later!

What We Did
  • Billboard Design
  • Coloring Book and Trading Card Design
  • Photography Shoots

Billboard Design

Eastern has three billboards across the state located on major roadways with high visibility and wanted to take them to the next level with a fresh new take on the design with consistent, simple messaging.

Coloring Book and Trading Card Design

Eastern strives to be a great neighbor throughout all the communities they serve. For more than 90 years, Eastern has been committed to supporting and participating in activities that help others through community events and educating families on the benefits of propane. Thinking outside the “tank,” Eastern called on us to help bring the idea of Eastern superheroes to life to connect with the littlest Eastern customers with an educationally-themed activity book, hero trading cards and gear for tradeshows and community events.

  • Developed three Eastern superheroes – C3, Ethyl & Energy Bear
  • Created persona trading cards for each superhero
  • Designed life-sized superhero cardboard cutouts for an interactive photo opportunity
  • Developed and illustrated a 16-page activity book


Impactful imagery is important for visually connecting with customers and for brand recognition. Understanding that, Eastern was eager to capture new photography that elicited emotion and captured New England’s seasonal roots to enhance their marketing campaigns and set them apart from their competition. Partnering with New Sky Productions, Cookson managed the photo shoots and provided creative direction for new photography that was used in a variety of marketing materials such as website, social media and billboards.

3 full day photo shoots
2 mini photo shoots
Captured more than 3,000 photos