Phillips 66

The Client

Phillips 66 manufactures, transports, and markets products that drive the global economy. The diversified energy company’s portfolio includes Midstream, Chemicals, Refining, and Marketing and Specialties businesses. Headquartered in Houston, Phillips 66 has employees around the globe who are committed to safely and reliably providing energy and improving lives while pursuing a lower-carbon future.

The Situation

In 2018, a reputation study told the company that target audiences weren’t familiar with its brand, which was largely undifferentiated from its peers. Phillps 66’s branding looked like everyone else's and lacked a clear corporate brand identity. The company needed consistency, vision, and a solid technical foundation to help its internal customers — its employees — feel more confident about the brand and feel empowered to highlight the company to external audiences.

The Challenge

Phillips 66’s brand guidelines were going out of date too quickly; the company was reactionary in its brand guidance rather than proactively building a playbook for employees. Sometimes, there was a 48-hour wait time for asset delivery of assets, which negatively impacted engagement and companywide growth. Phillips 66 understood that good communication drives stakeholder engagement, positive reputation, and business success, but struggled to ensure all of its guidelines and advice were accessible to the employees who needed it.

The Solution

Phillips 66 implemented Acquia DAM as the company published new brand guidelines. It used the DAM’s infrastructure and metadata to showcase its brand assets, as well as a multi-entry approach to presenting assets: robust metadata, hierarchical categories synced to the business structure, and collections built by its designers to present curated content independent of either categories or metadata. The company brings the user experience to life using portals, which visualize its color palettes, logos, and icon libraries.

Philips 66 leveraged Acquia DAM to seamlessly integrate with its web environment and workflows. The company shares materials with outside creative agencies, getting content to internal and external users faster and more reliably. From a human perspective, the company increased its trustworthiness by building consistent, accurate, and innovative brand experiences for its internal and external audiences.

Phillips 66 users now have a seamless way to find the right brand and digital assets in a self-service model that allows them to create without disruption. The company also uses Acquia DAM to model how it wants to see brand guidelines used — showcasing approved colors, styles, and fonts, so employees are immersed in the brand while using its elements for their own projects.

The Results

Phillips 66 saw steady growth in its DAM user base as word spread, and people wanted to participate — in fact, the company surpassed its year-one goal — to capture 10% of all potential users — within six months of launch. Its design component, photography, and video libraries have experienced exponential growth in a thoughtful, visually compelling way. Phillips 66’s design team has won several awards for their DAM-powered work, and quick activations mean corporate website traffic has increased year over year.