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Conformity Is Not a Winning Strategy
When fostering a brand, it pays to be unique and stand out. Read on for why conformity is not an effective ...
ExxonMobil
ExxonMobil had quietly launched a new fuel brand designed to improve gas mileage; however, consumers did not notice the change, nor comprehend the benefits.
STRATEGY / IDENTITY / GRAPHIC COMMUNICATIONS / CONCEPT PROTOTYPE / ENVIRONMENTAL GRAPHICS / GLOBAL ADAPTATION GUIDELINES
Opportunity
With a lack of consumer preference in the fuel category, ExxonMobil needed a brand experience that would promote awareness and understanding of its new Synergy fuel line across the Exxon, Mobil and Esso fleet of stations around the world.
The Change
The new verbal and visual identity, and updated forecourt image signal the launch of the new family of Synergy Fuels. The move to modernize gives drivers a preferred fueling destination through bright lighting, increased signage, and innovative pump design.
Impact
20,000+ locations around the world have installed the new Synergy Fuels brand experience.
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“Great work by the team to bring us to this point. Really appreciate the close collaboration and flexibility along the way. It will be a piece of excellent work.”
CHARLES LUI
Fuels Brand Manager
