Project Overview
For this project, my team and I needed to develop a high-quality, in-depth report to pitch a fresh solution to Suncor Energy. The challenge was to use research and our marketing skills to explore new market opportunities for their mobile cardlocks. In this report, we guided the reader through the challenge, the scope, and the journey leading us to our final recommendations.
The Client
Suncor Energy, headquartered in Calgary, Alberta, operates globally across oil sands, offshore oil and gas, refining, and renewable energy. Through Petro-Canada, it reaches customers directly with over 1,500 fueling stations. Suncor sought to expand its mobile cardlock network in Western Canada, gaining access to unexplored, remote project sites.
The Team
Sadhvi Bhanot: Design, Research, and Strategy
Tegan Gislason: Chief Strategy Officer
Alexandra Kravec: Research and Strategy
Brooke Macklin: Research and Strategy
Eric Pryor: Research and Strategy
Dan Roman: Research and Strategy
Sarah Thomson: Design Director, Research, and Strategy
Jayman Wollen: Research and Strategy
"Overall, an exceptionally and highly professional design. Your report provided the most unified narrative using the five-second rule. The consistency of your report from page one to the appendix was impressive. Credibility is critical to persuasion, and your report was very professional. Your report was the best of all six."
—Dr. David J. Finch, Professor of Marketing Driven Strategy
My Role
For my design role in this project, I mainly focused on creating a compelling, visually appealing story that aligned with Petro-Canada's branding. I researched Petro-Canada's brand aesthetics in-depth and designed layouts aligned with their visual language.
I applied principles of hierarchy and readability to ensure that the narrative flowed smoothly, minimizing visual fatigue for the reader. Throughout the report, I maintained a consistent narrative, adhering to Dr. Finch's five-second rule to ensure that each section communicated its message quickly and effectively.
Executive Summary Page
Introduction Page
Sample of Benchmarking Pages
Sample of Systems Mapping Pages
Scorecard Page
Industry Review Sample Page
Outcomes
Our report received top marks, recognized as the most cohesive and professional among all submissions. This project strengthened my ability to create brand-aligned designs while developing skills in research, information hierarchy, layout strategy, and visual consistency.
Reflection
While mobile cardlocks isn't exactly an exciting topic, working on this project made a major impact on my understanding of effective brand alignment and the importance of storytelling in design. Through this project I was able to hone my strategic design capabilities. My biggest takeaway--no matter what i'm working on, I fully immerse myself in every project, no matter how seemingly mundane. Even when it's something that's difficult and boring like mobile cardlocks. It reinforced my belief that great design can bring meaning and purpose to any subject.
