APEC (Arabian Petroleum Company) sought to modernize its gas stations across Lebanon to enhance customer experience and strengthen its brand presence in the competitive energy market. Above and Beyond was tasked with a comprehensive rebranding project, covering all station elements, creating a guideline book for all APEC communication, and developing an integrated strategy for both digital and outdoor campaigns.

Challenge: The main challenge was to revitalize APEC’s brand image to reflect its commitment to quality, safety, and sustainability while maintaining consistency across all touchpoints, including station design, communication materials, and advertising campaigns. The rebranding needed to create a cohesive and recognizable brand identity that would resonate with both existing and new customers.

Our Approach:

1. Full Station Revamp: We redesigned all elements of APEC’s gas stations, including signage, forecourt design, fuel pump branding, and customer service areas. The focus was on creating a clean, modern look that reflects APEC’s core values and enhances the customer experience.
2. Brand Guideline Book: Developed a comprehensive guideline book covering every aspect of APEC’s visual identity, including logo usage, typography, color palettes, and station design elements. This ensured brand consistency across all locations and communication materials.
3. Digital and Outdoor Campaign Strategy: Designed a multi-channel campaign strategy that included digital marketing, social media, and outdoor advertising. The campaign aimed to increase brand visibility, engage customers, and communicate APEC’s commitment to quality and service excellence.

Execution Highlights:

• Station Design Overhaul: We introduced new signage, improved lighting, and modernized service areas to create a more inviting environment. The forecourt design was optimized for better customer flow and visibility.
• Guideline Development: The brand guideline book provided clear instructions for all elements of APEC’s communication, from station branding to online presence, ensuring a unified brand voice.
• Campaign Launch: Launched a coordinated digital and outdoor campaign that utilized targeted social media ads, engaging content, and strategically placed billboards to maximize reach and impact.

Results:

• Enhanced Customer Perception: The revamped stations and consistent branding increased customer satisfaction and loyalty, positioning APEC as a modern, customer-focused brand.
• Stronger Market Presence: The digital and outdoor campaigns significantly boosted brand visibility and engagement, helping APEC stand out in the competitive energy market.
• Unified Brand Identity: The comprehensive guideline book ensured consistent communication across all platforms, reinforcing APEC’s brand identity and values.