Keeping an iconic brand alive with its customers.
Texaco has a rich and deep heritage. The brand platform, “Enduring Performance,” is meant to both invoke this heritage and emphasize the performance aspect of the product. Both elements resonate strongly with the target audience.
Texaco Car of the Decades Program
Role: Concept, Design Direction, Design, IA
To actively engage customers with the Texaco brand, we created the Texaco Car of the Decades Virtual Car Show contest. I led the team in fashioning the social-media oriented program which included the contest site, Facebook page and email campaign.
The multi-year program has brought “Enduring Performance” to life in a way that actively involved many thousands of vintage car owners and even more enthusiasts. Mario Andretti led the team of judges who decided which cars were most worthy. experts, happy!
Texaco NASCAR Racing Sitelet
Role: Design, Game Design, Photography
To leverage the Texaco NASCAR sponsorship, I designed a sitelet bringing visitors behind the scenes into the world of the Texaco pit crew. The bold design is targeted at racing fans.
The sitelet featured profiles of all the NASCAR tracks, team interviews and a tour of the Chip Ganassi team garage. It also included educational content and a game teaching the fundamentals of tuning a race car. amped, happy, in-the-know
Texaco Consumer web site
Role: Design Direction, Design, IA
Texaco wanted to redesign its site as it rolled out the Techron additive in its gasoline worldwide. The updated design conveys the clean power of Techron and features content geared to its core audience of car lovers.
The brand story of “Enduring Performance” is reinforced throughout the site both in content and image choices. I’ve also included a peek at an alternate design direction presented to demonstrate the range of the exploration. reassured, smart
Texaco Logo Update for Special Usage
Role: Design
Texaco wanted to have a visually enhanced version of its distinctive logo for use on television and other select applications. Working with the client I created a refresh of the identity designed to keep Texaco top of mind.
The exploration centered around the themes of performance, heritage, high quality and power which are the core of the Texaco brand. excited, surprised
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