Brand Positioning/Creative Direction/Art Direction/Graphic Development/Manufacturing Liaison/Packaging

Parkland’s retail spaces were overwhelmed with competing messages that resulted in visual noise rather than clear communication to the consumer. To refocus their store experience, I led a comprehensive analysis of the customer journey and mapped out key behavioral moments from the forecourt to the pump, into the store, and back again. This journey-first lens allowed us to identify where brand messaging could be more intentional, strategic, and emotionally resonant.

The outcome was a refined messaging system rooted in best practices for environmental design—prioritizing clarity, relevance, and customer needs at each touchpoint. By reducing oversaturation and leveraging existing brand elements more effectively, we created a streamlined experience that not only elevated consumer engagement but also optimized operational spend. Every sign now has a purpose, every message a role ensuring Parkland’s brand and the products they sell show up with focus and impact.

CONSUMER BEHAVIOR RESEARCH

BEST PRACTICES FOR MEANINGFUL MESSAGING AT EVERY ZONE

CUSTOMER JOURNEY