ConocoPhillips (COP), a leading global petroleum company in the United States, consulted with their marketing and design experts to evaluate their existing facilities and improve the presence of their brands at street level. Many design elements were tested to deliver a “look” that would resonate with consumers and deliver the best image at all of their fueling brands–Phillips 66, Conoco, and 76. The outcome of the testing and research was the “Oasis Image System.” As COP embarked on this new sleek, modern design of “Oasis,” they engaged EMG to serve as their project management staff to provide a consistent project management solution for this fresh new image program. EMG supported approximately 1,400 projects in California, Oregon, and Washington for a period of 18 months.
The “Oasis” Program required six key steps: 1) Survey Site, 2) Obtain site image approval, 3) Acquire site and signage permits (if necessary), 4) Order image materials, 5) Install Oasis image elements, and 6) Obtain final site approval. By utilizing EMG, the COP Team was able to accomplish the major brand reimage of a 100-year-old brand (76) across 1,400 locations in multiple states with a consistent process. EMG provided valuable insight on design and vendor issues and COP incorporated these ideas into their process going forward.
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