Chevron USA has been a long-standing leader in the petroleum retailing business and understood the power of branded environments. When customer research revealed perceptions that Chevron was seen more as an engineering company than a provider of quality products and services, Chevron listened.

A friendlier iteration of the Chevron brandmark was developed to announce the change, Chevron’s equity color blue became more dominant throughout the site, lighting under the canopy was increased to be more inviting and enhance the sense of security, and the pump island was redesigned to deliver a clear hierarchy of information, easy dispenser use, and safe and barrier-free access to the C-store. Each individual element was independently effective while working in concert to deliver a powerful brand statement.

Anza team members developed comprehensive "Retail Image Guidelines" to manage the national roll-out of the design concept at over 8,000 domestic dealer and jobber sites. The guidelines were very effective in delivering a cohesive brand image system wide, especially when faced with restrictive local design ordinances.