Energy Lives Here

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.

“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.”