Phillips 66 Marketer Conference Exhibit Design
Phillips 66 is a fuel retailer with a family of recognizable fuel brands (Phillips 66, 76, and Conoco.) With over 6,700 franchise owned locations, Phillips 66 sought to introduced refreshed brand identities for all 3 of their brands at their annual conference. Two issues became apparent; many of their marketers had no idea that Phillips 66 owned multiple brands and Phillips 66 needed to convince the franchisees to invest in the renovation of their stores and the new brand identity.
Pointsmith visualized branding that brings each logo to life and yet clearly communicates its membership within the Phillips 66 family of brands.
The mock fuel center exhibit feature showcased the brand refresh with a focus on new brand awareness and education while providing a feeling of comfort that encouraged the exploration of all 3 brands. Casual meeting areas, audio visual centers and a stage area with seating for larger presentations were defined and created. The experience successfully drove awareness and conversion to the new Phillips 66 family of brands.