Agency: VBP Orange
Client: Phillips 66
Design Research • Signature Offering Strategy • Change Management

In this incredibly low-interest category (fuel stations), consumers have more choices than ever and are often offered deeply discounted gas at grocery stores and high-volume retailers. In response to this creeping threat, the Phillips 66 Company sought to elevate the customer experience at select Phillips 66 and 76-branded sites. Phillips 66 partnered with VBP Orange to pursue a new consumer experience strategy that would reverse declining sales and restore the heritage of this once proud brand.

We designed a new brand image for Phillips 66 and 76, and developed signature offerings to further differentiate the customer experience within the cluttered fuel landscape. Lastly, because the company does not own its stations, they asked us to lead a change management initiative to help create momentum among station owners.