Case Study — Energy

ConocoPhillips: Brand Refresh & Global Standards

Unified identity and a global standards manual—spanning labels, HSSE docs, investor materials, recruitment, and site signage for one coherent brand system.

Global

System, local execution

One rulebook

Logos, color, type, hierarchy

Identity refresh: master logo, program lockups, color families, typography.

Standards: layouts for labels, HSSE docs, investor, and recruitment assets.

Vendor kit: print specs, file naming, preflight, and regional adaptations.

Client

ConocoPhillips

The Challenge

Unify a complex portfolio of programs and regions under one modern identity—so employees, partners, and investors experience the same brand from the plant to the boardroom.

Where inconsistency showed up

Program lockups and color usage varied by region and vendor.
Labels, HSSE, and investor materials used different hierarchies.
Printer/partner handoffs lacked unified specs and templates.

Approach

Refresh the master identity and codify a standards manual that scales from labels and HSSE documentation to investor relations and recruitment campaigns—with clear guardrails for local teams.

Delivered

Identity: master logo, program lockups, color & type systems.
Standards: grids, hierarchies, photography, iconography, tone.
Templates: labels, HSSE, investor decks, recruitment, and signage.
Vendor Kit: print specs, file naming, preflight checklist.

Guidelines spreads and applications—labels, HSSE, investor

Solution

One global system with program flexibility. The rulebook ensures every label, deck, and site sign carries the same ConocoPhillips identity—no matter where it’s produced.

Consistency: unified lockups, color, and type across programs.
Speed: templates reduce production and review cycles.
Quality: vendor specs reduce print errors and rework.

Outcome

Consistency in branding across all packages and collateral. The standards manual and template library keep every touchpoint on‑brand—from safety docs to investor presentations—while making regional execution faster and less error‑prone.

Why choose us

Standards built for scale

We design identity and the systems around it—so global brands stay consistent across regions, partners, and program updates without slowing down launches.