ROLE: Lead Designer

BRIEF: Develop a branded omnichannel campaign to support the launch of ExxonMobil’s FleetPro payment card and drive adoption among commercial fleet operators.

APPROACH: At the outset of the project, the only established visual asset was the FleetPro card itself. From this we developed a broader visual system capable of supporting a multi-channel launch campaign while reinforcing the product’s premium positioning. The campaign design emphasized darker tones tying back to the black card design and communicate a sense of sophistication and control, which resonates with fleet owners managing complex operations.

To visually reinforce the product’s core value proposition, we introduced a map-inspired texture layered with illuminated beacons. This motif reflects the “bird’s-eye view” that fleet managers gain when monitoring driver purchases and fuel activity through the FleetPro platform. The resulting visual framework provided a flexible foundation for campaign assets across digital, print, and marketing channels while maintaining a cohesive and recognizable identity for the product launch.