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Test Drive & Delivery

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76

Reinvigorating an iconic West Coast brand.

Audi

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Creating lifelong fans with a customer-centric experience.

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mediaX

Branding Stanford’s industry affiliate program dedicated to the intersection of people and tech.

ZERO1

Uniting two disparate industries under one cohesive brand.

Health Builders

Telling a story of hope in a country scarred by conflict.

Challenge

In this low-interest category, consumers have an abundance of choices, including deeply discounted gas at grocery stores and high-volume retailers. In response to this creeping threat, Phillips 66, the parent company of 76, 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.

Approach

The VBP Orange team held workshops with consumers, visited gas stations and interviewed station owners to uncover insights into what the ideal gas station experience could be. To differentiate the customer experience, we designed a new brand image for 76 and developed signature offerings to address four themes that came up consistently in our research. Phillips 66 also asked us to lead a change management initiative to help create buy-in and build momentum across the vast network of station owners.

  • Strategy
  • Communications
  • Branding
  • Collateral
  • Environmental

Challenge

In this low-interest category, consumers have an abundance of choices, including deeply discounted gas at grocery stores and high-volume retailers. In response to this creeping threat, Phillips 66, the parent company of 76, 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.

Approach

The VBP Orange team held workshops with consumers, visited gas stations and interviewed station owners to uncover insights into what the ideal gas station experience could be. To differentiate the customer experience, we designed a new brand image for 76 and developed signature offerings to address four themes that came up consistently in our research. Phillips 66 also asked us to lead a change management initiative to help create buy-in and build momentum across the vast network of station owners.

  • Strategy
  • Communications
  • Branding
  • Collateral
  • Environmental

Leveraging brand heritage

Returning to the brand’s original “orange ball” signage was a key part of signifying the change happening at the stations. The orange 76 ball had appeared in movies, magazines, at NASCAR events and at historic Dodger Stadium for decades, but was changed to red about ten years ago as part of a company wide brand unification effort. The “old but new” orange ball became the symbol of our approach: creating a dynamic look and feel with visual cues that signify an updated experience, while leveraging the proud heritage of a brand that came of age when gas stations truly were “service stations.”

Leveraging brand heritage

Returning to the brand’s original “orange ball” signage was a key part of signifying the change happening at the stations. The orange 76 ball had appeared in movies, magazines, at NASCAR events and at historic Dodger Stadium for decades, but was changed to red about ten years ago as part of a company wide brand unification effort. The “old but new” orange ball became the symbol of our approach: creating a dynamic look and feel with visual cues that signify an updated experience, while leveraging the proud heritage of a brand that came of age when gas stations truly were “service stations.”

Meeting drivers’ needs

Drivers weren’t asking for the moon—just a safe, friendly, fast, clean experience. So in addition to the redesigned, well-lit pump canopy, the signature offerings we developed included on-island vending machines; free air; fast-flow pumps; and renovated, touchless restrooms.

Meeting drivers’ needs

Drivers weren’t asking for the moon—just a safe, friendly, fast, clean experience. So in addition to the redesigned, well-lit pump canopy, the signature offerings we developed included on-island vending machines; free air; fast-flow pumps; and renovated, touchless restrooms.

VBP Orange were excellent thought partners and brought all of the design and experiences to life. They brought together so many aspects of the project and helped manage the change that came with it.

Melissa Braly, Senior Director, Market Development, The Phillips 66 Company

Managing the change

Phillips 66 directly employs over 13,000 employees and has contracts with over 7,100 gas stations under three US fuel brands. Needless to say, the stakeholder landscape is vast. We developed an internal brand campaign and a communication plan to share information, solicit input, and drive momentum across the brand ecosystem. The strategy included in-person meetings in multiple markets with select customers (station owners) to kick off the Experience 66 customer experience strategy.

Managing the change

Phillips 66 directly employs over 13,000 employees and has contracts with over 7,100 gas stations under three US fuel brands. Needless to say, the stakeholder landscape is vast. We developed an internal brand campaign and a communication plan to share information, solicit input, and drive momentum across the brand ecosystem. The strategy included in-person meetings in multiple markets with select customers (station owners) to kick off the Experience 66 customer experience strategy.

Well, hello.

VBP Orange

201 Post Street, Suite 200
San Francisco, CA 94108
+1 415-962-3040 

hello@vbporange.com

New Business

Brian Diecks
Director of Client Services and Production

+1 415-962-3040

VBP Orange

201 Post Street, Suite 200
San Francisco, CA 94108
+1 415-962-3040 

hello@vbporange.com

New Business

Brian Diecks
Director of Client Services and Production

+1 415-962-3040

Well, hello.

VBP Orange

201 Post Street, Suite 200
San Francisco, CA 94108
+1 415-962-3040 

hello@vbporange.com

New Business

Brian Diecks
Director of Client Services and Production

+1 415-962-3040

VBP Orange

201 Post Street, Suite 200
San Francisco, CA 94108
+1 415-962-3040 

hello@vbporange.com

New Business

Brian Diecks
Director of Client Services and Production

+1 415-962-3040