Case Study — Energy & Retail

Phillips 66: Rebrand & Network‑wide Standards

Unified identity and a standards manual spanning product labels, forecourt signage, uniforms, and digital—so every market looks like one brand.

Nationwide

System, local execution

One rulebook

Logos, color, type, hierarchy

Identity refresh: core logo, sub‑brand lockups, color families, typography.

Standards: layouts for labels, forecourt, uniforms, and digital assets.

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

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.

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.

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.

Why choose us

Standards built for scale

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