Texaco

Find Your Frontier

This was the start of Texaco’s new Brand Platform. We had multiple taglines based on the strategic unlock “the star of the open road”. Unfortunately, we were not able to finish this work. Below, was my concept for one of our many taglines, “Find Your Frontier”. We wanted to incorporate a sense of heritage and Americana into the brand with imagery.

VML (Wunderman Thompson)

ECD: EJ McNulty

CDs: Kristine Baumgardner, Brandon Pershern, Janelle Erickson

CW: Ethan Nelson

AD: Mihika Murdeshwar

Version 1: Imagery that feels bold, determined, and driven.

Version 1: Imagery that feels bold, determined, and driven.

Ok, the triangle is drawing too much attention. Placed around tagline as a compass, for finding your frontier.

Ok, the triangle is drawing too much attention. Placed around tagline as a compass, for finding your frontier.

What happens to the arrows if they're white?

What happens to the arrows if they're white?

Final: Instead of having the triangles trap the copy, expanded outwards. Now we really have a compass that works as a subtle art element with the copy and imagery.

Final: Instead of having the triangles trap the copy, expanded outwards. Now we really have a compass that works as a subtle art element with the copy and imagery.

Concept in Action

“Forever in Drive” was the tagline chosen. This was not my concept, however, this is my take on what this idea could look like in POP, HTML (300x600 and 728x90) and OOH. Unfortunately we were unable to finish this work.

Version 1

Version 2