76

Challenge

How can we revolutionize the customer experience to drive fuel sales and solidify brand loyalty?

Comparison of two logo designs featuring the number 76 inside a circle, one with a red background and the other with an orange background.
A color and font palette featuring images of modern architecture, abstract light patterns, and color swatches with key colors: blue, orange, white, light orange, and metal.
Comparison of an old black-and-white photograph of a vintage Union Oil gas station with a modern, digitally rendered version of the same station, along with color palette samples and an illustration of the modern station's outdoor seating area.
The logo of the United States Postal Service with a stylized blue '76' on an orange circle background.

Solution

Creating change across an organization requires a visible commitment that signifies a real shift. Aiming to create a new brand experience, we re-imagined the brand belief "76 loves drivers" from exterior lighting and signage to signature at-pump experiences.

Three conceptual renderings of a Gas station with the 76 logo and a Circle K convenience store. The first image shows a night scene, the second a day scene with a flat roof and multiple fuel pumps, and the third an urban daytime scene with a canopy over fuel pumps and surrounding city buildings.
Illustration of a 76 gas station with two fuel dispensers, a canopy with 76 logo, and a blue sky background.
Various gas station signs and pumps featuring the 76 logo and branding, including a tall vertical sign with the logo and a small sign with fuel prices, as well as two fuel dispensers with black hoses and orange and green canopies.
Concept rendering of a futuristic gas station with a roof that resembles a solar panel and cars fueling underneath, branded with the number 76 and fuel prices displayed. The interior shows modern circular ceiling lights.
Empty gas station with eight fuel pumps and a convenience store in the background, illuminated at dusk.

Impact

76 transformed the gas station experience by prioritizing customer needs. Through convenience, a differentiated brand, and loyalty programs, we fueled customer satisfaction and sales growth.

Design and construction planning materials including color swatches, architectural drawings, measuring tapes, fabric rolls, and advertising banners on a workspace table.
Two sketches of a gas station, one with color showing fuel pumps and a convenience store, the other a black and white interior view with a person and a car near shelves with a "76" sign.
Multiple signs and a gas station with a prominent 76 logo, including a tall digital price sign and a canopy with the 76 logo, and a close-up of two 76 logos on structures at a gas station. The signs display fuel prices and the slogan 'Life is short. We're quick.'

Role


Brand experience design, experiential & visual design, brand Identity  

Collaboration

VBP Orange