Phillips 66
A governed brand system and KPI-linked enterprise storytelling for a Fortune 100 energy leader — craft anchored in analytics.
- Brand Governance
- Analytics
- Storytelling
The Problem
At enterprise scale, brand drift is the default. Multiple teams, channels, and agencies meant the story fragmented and creative output drifted from measurable business signals.
Role
- Enterprise brand governance
- KPI-linked content strategy
- Creative leadership across teams
- Analytics & CRM signal integration
Process
Govern the system
We built and enforced a brand system designed to hold across a sprawling organization — standards that performed without the principal in every room.
Tie story to signal
Enterprise storytelling was linked directly to KPIs, analytics, and CRM signals, so creative decisions were defensible in business terms, not just aesthetic ones.
Lead across silos
Creative leadership aligned in-house teams and partners around a shared narrative, reducing duplication and reclaiming consistency at scale.
Selected Frames
Outcome
Discipline at scale is its own kind of craft. Governed consistency — measured against real KPIs — turned brand from a cost center into a performance lever.