A global redesign initiative spanning 500+ fuel stations across international markets, reimagining the Texaco physical brand experience for a modern consumer.

The system balances a clean, white-forward visual language with the iconic red star and nostalgic cues that define the brand. The main challenge was to bridge heritage with a more contemporary, premium retail environment. Designed to scale globally, the framework creates a cohesive experience on all touch-points while allowing flexibility across regional contexts. An immersive VR experience was developed for a national convention to communicate the future-state environment and align stakeholders ahead of rollout.

Role: Creative Lead, Experiential Design
Scope: Concept through rollout (500+ locations, internationally)

Key Contributions:

• Led experiential design direction across global rollout

• Authored 100+ page brand standards document governing all locations

• Directed VR experience design for national stakeholder presentation

• Produced environmental graphics and design intent drawings

• Oversaw prototyping, vendor coordination, and production workflows

• Managed international partners and served as primary client liaison

• Directed internal teams across iterations through to installation

Completed at Kraido.