The Business Evolved. ProShare’s Brand Finally Caught Up.
Six years ago, I started ProShare because I believed companies could do better.
After years of working in the oil and gas industry, I had seen first hand how difficult it can be to balance engineering, operations, project execution, safety, cost, and schedule. There are countless moving parts, competing priorities, and stakeholders involved in every decision. While everyone is typically working toward the same goal, misalignment often creates unnecessary challenges that impact performance, productivity, and ultimately people.
I knew I could help.
Not because I had all the answers, but because I had spent years working alongside teams, understanding their challenges, and seeing opportunities to bring people together to solve problems more effectively.
There was another reason I started ProShare that remains just as important today.
During my career, I experienced the impact of workplace fatalities within our industry. Those moments stay with you. They remind you that every decision made in a conference room eventually affects the people working in the field.
My Nonno was a coal miner. Growing up, I developed a deep respect for the men and women who work in those environments. I have always believed that every worker deserves the opportunity to return home safely at the end of the day. That belief continues to guide the work we do today.
In the early years, ProShare looked very different than it does now.
Like many entrepreneurs, I started by solving whatever problems my clients needed solved. We provided project support services, office trailer rentals, temporary fencing, portable restrooms, janitorial services, and construction related support. Those opportunities allowed us to build relationships, establish trust, and create a foundation for future growth.
As those relationships grew, so did the opportunities.
Over time, ProShare expanded into EPC support, engineering services, and consulting for oil and gas and energy companies. One of the accomplishments I am most proud of was earning our first engineering project with a large midstream company after more than five years of working to break into the industry.
Anyone familiar with oil and gas knows how difficult it can be to gain that first opportunity, even with years of experience.
That project became a turning point.
Once we earned that trust, the floodgates opened. New opportunities emerged, new relationships were formed, and the business began growing in ways I had envisioned for years.
What surprised me most was realizing how much both the business and I had evolved.
When I launched ProShare, I believed the brand reflected who I was and the value I wanted to bring to clients. At the time, it did.
But as the business matured, I found myself increasingly focused on a different kind of work.
Many people assume I am a project manager. While I can certainly manage projects and provide engineering studies, drawings, and technical solutions, that is not where I create the greatest value.
My passion is helping organizations solve the right problems before they invest resources solving the wrong ones.
I have always had the ability to see the bigger picture while also understanding how to execute the solution. Some people are visionaries. Some people are executors. My strength is bridging both.
I help organizations connect vision with execution.
I help leadership understand operational reality.
I help engineering teams understand operational impacts.
I help operations teams have a seat at the table.
Because one belief has remained constant throughout my career: operations teams are the backbone of every organization.
Too often, decisions are made without fully incorporating the people responsible for implementing and sustaining those decisions. Operations teams understand the realities, challenges, and opportunities that may never appear on a project schedule or in a boardroom presentation.
When their voices are heard, projects perform better, decisions improve, risks are reduced, and organizations thrive.
That belief is reflected in our tagline:
Connecting Engineering Strategy with Operational Reality.
As ProShare evolved, I realized our brand needed to evolve as well.
Our previous logo featured a maze like design paired with a chemistry beaker. It represented our technical and engineering roots.
Today, the new flame represents something bigger.
The flame symbolizes resilience, passion, transformation, and momentum. It represents the energy we bring to helping clients solve complex challenges and the determination that has fueled ProShare from the beginning.
The flowing design of the flame is equally important.
It represents flow.
When engineering, operations, leadership, and stakeholders are aligned, organizations move differently. Communication improves. Decisions become clearer. Projects move forward more effectively. Teams perform at a higher level.
Things flow.
That is what I strive to create for every client I serve.
The shift from blue and green to deep red, black, and white reflects this evolution as well. The new brand is bold, confident, and aligned with the Strategic Operational Advisory, Engineering Services, and Keynote Speaking work that now defines ProShare.
This rebrand is not about becoming something different.
It is about creating a brand that better reflects who we have become.
While much has evolved over the last six years, one thing never will.
ProShare will never compromise on quality.
ProShare will never move forward with a project if the proposed solution creates unnecessary risk or compromises safety.
And ProShare will continue to advocate for solutions that support both organizational goals and the people responsible for executing them.
Because at the end of the day, success isn't just about projects.
It's about people.
It's about creating alignment, solving problems, and helping organizations build environments where teams can succeed and every worker has the best opportunity to return home safely.
The business evolved.
The brand finally caught up.
And we're just getting started.
Until Next Time,
Danielle
