Over a two year engagement to help Mobil reinvent their franchise program, I had a chance to write and design a lot of stuff. And I got to use the Mobil Pegasus. I've loved the flying horse since I was a kid, so...
If you detect a bit of sameness in the look of these pieces, it's by design. The intent was to create a visual theme for all the Franchise 2000 items within the overall "Mobil look."
Mobil's graphic vocabulary — including logos, color and typography — are all documented in their brand standards manual. I got to know it well in the course of designing the collateral materials you see on this page.
Projects not detailed here include operations manuals for Mobil's On the Run convenience store, a marketing manual for its Car Care program, a series of six National Standards Handbooks and a complete franchise recruiting system.
In the un-paper department, we also designed a six-sided display kiosk to promote the On the Run convenience store program at the MobilWorld 1996 convention.
One goal for Mobil's Franchise 2000 program was to attract higher quality operators. People capable of making the substantial investment required by a new service station naturally prefer to align with an organization with strength, staying power, history and a powerful brand. My job was to communicate why Mobil was the superior choice in this 12-page franchise recruiting brochure.
The Franchise 2000 program was introduced at the 1996 Mobil World convention in Las Vegas. I wrote and designed this 12-page booklet to explain the numerous components of the program to Mobil's 7,500 service station operators. The design approach is intentionally more utilitarian in appearance than the franchise recruiting brochure.
Like everything else, service stations get bought and sold. If you've ever sold a business, though, you know it's not a pushbutton process. This package included everything a dealer needed to know to sell his Mobil service station. The Guide I wrote and designed was an 8-page booklet full of practical wisdom and tips on selling a station. There was also a kit of other forms, tools and info. Drab? Maybe. Useful? Extremely. One of the joys of working with Mobil was that they would say "we think we need one of these" and trust the consultants to read their minds and produce the right stuff.
Until Franchise 2000 Mobil had never allowed their dealers to own multiple stations. My consulting partner and I created the Grow With Mobil program from scratch. I wrote and designed this simple 8-panel piece to introduce the program basics to dealers.
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