National brand refresh, campaign strategy, idenity system, retail experience design
Every year, Sunoco holds a major corporate meeting celebrating its family of fuel station principals, C-stations, QSR managers, and regional retail partners. The goal is to show their appreciation and rally next year’s growth potential while inspiring continual retail partnership opportunities. The word “meeting” or “conference” needed to be rethought from the communication strategy; after all, most conferences aren’t fun.
THE STRATEGY
Inspired by perseverance and teamwork, Inspiring the creative team created a theme for the event focused on mountaineering, exploring, and adventure. We created a concept around the theme called “Reach New Heights,” nodding to the feeling and journey one takes towards reaching goals and going beyond the expected.
THE RESULTS
The creative direction showcased a classic, retro camping and outdoor look, leading to the creation of a patch-style logo that would serve as the “badge” that represents accomplishment and success. The project helped the Sunoco team engage with new retail activations, establish new strategic partnerships, and inspire their team to work hard and reach their future goals.
