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Brand boards and logo grid
Client

Phillips 66

The Challenge

Align a large dealer network and product portfolio under a single, modern identity—so drivers and partners experience a consistent brand from pump to portal.

Where inconsistency showed up

  • Sub‑brand lockups and color usage varied by region and vendor.
  • Labels, signage, and uniforms used different hierarchies.
  • Printer/partner handoffs lacked unified specs and templates.

Approach

Refresh the master identity and codify a standards manual that scales from product labels and forecourt signage to uniforms and digital templates—with regional guardrails and vendor kits.

Delivered

  • Identity: master logo, sub‑brand lockups, color & type systems.
  • Standards: grids, hierarchies, photography, iconography, tone.
  • Templates: labels, forecourt, uniforms, digital, and POS.
  • Vendor Kit: print specs, file naming, preflight checklist.
Standards pages and collateral examples
Guidelines spreads and applications—labels, signage, digital

Solution

One national system with local flexibility. The rulebook ensures every label, station, and asset carries the same Phillips 66 identity—no matter who produced it.

  • Consistency: unified lockups, color, and type across programs.
  • Speed: templates reduce production and review cycles.
  • Quality: vendor specs reduce print errors and rework.
Before/after collateral Label system and station templates

Outcome

Consistency in branding across all packages and touchpoints. The standards manual and template library keep every asset on‑brand—from pump labels to digital ads—while making regional execution faster and less error‑prone.

Case Studies

Real Results: From 32% More Leads to $700K in New Revenue.

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