Murphy USA
Murphy USA operates a chain of retail gas stations with over 1,600 locations across the US. They approached my agency to create a loyalty program and other initiatives for them. So, in addition to the naming and look of the brand I was able to work on some of the supporting elements and initial looks of the loyalty app.
YEar2017
Roles & ResponsibilitiesBranding / UX Design / Visual Design
Red, White,
and Blue
After locking down the name with the client concept and style exploration was done. Using the color palette from the main brand, I explored concepts drawing inspiration from racing, roadtripping, and car elements. Ultimately, the gauge metaphor worked the best, as it could represent both a speedometer or fuel gauge.
It’s one thing to design a logo, but it really starts to work once its supporting elements are also taken into consideration and a more comprehensive brand feel is developed. The app was the main focus as that was the meat of the loyalty program, but pump toppers, door clings, and other ephemera were designed out to give the brand more completeness.
Notifications, Reminders, and Promotions
Along with the rewards program app, a system of email templates and styles were designed to work in conjunction with the app, as notifications, reminders, and promotions.
For the initial launch social ads were also designed and tested to promote and drive adoption of the new app.
Homepage Redesign
As an additional tangential task the homepage needed a bit of a refresh.
The main goals of the refresh were to simplify and to approach it from a mobile first mindset. This was accomplished by stripping down the content to the essentials and leave only the basic functions a user would want along with a select few promotional items.
