DESIGNED AT GR|DG
Caltex New Zealand sought a vibrant re-brand for its nationwide network of gas station stores, aiming to distinguish them from both the overarching Caltex brand and the forecourt ownership. Joining the dynamic design team at Guy Richards Design Guide, I assumed a pivotal role in orchestrating the seamless integration of the fresh branding into the store interiors. My responsibilities encompassed overseeing artwork direction, signage implementation, and managing the print and manufacturing processes. Executing this re-brand across 140 stores nationwide demanded a meticulous approach to spatial awareness and a strategic understanding of brand activation within physical environments. As the project evolved, so too did the brand itself, necessitating the development of new communications, promotions, and variations of the original concept.