Project Overview
SPRING - WINTER, 2024
Brand repositioning is more than a new logo or tagline - it’s a strategic shift in how a product connects to the people it serves.
In this project, I worked with ExxonMobil’s Consumer Marketing division to rethink how Mobil 1™ could evolve from a performance product into a lifestyle brand. My role was to lead strategy from discovery through execution - building alignment across teams, mapping emerging user values and creating a digital experience that could flex across content, community and future product launches. The result was a roadmap-ready, emotionally resonant offering that connected product performance with lifestyle aspiration - bridging the gap between car culture and human-centered storytelling.
TL;DR
BreakinG down barriers between online to offline experiences
- Objective: Reposition the Mobil 1 brand to connect with a new user persona - modern driving enthusiasts
- Role: Led UX strategy, facilitated workshops, developed product roadmap and aligned stakeholders
- Approach: Used design thinking to co-create an emotional, lifestyle-forward brand narrative and digital experience
- Solution: Launched a new end-to-end experience including a landing page, email campaign, short film and flagship membership program
- Impact: Created a new customer entry point, expanded marketing reach, and supported integrated campaigns across events, partners and retail channels
Problem Statement
The marketing team behind Mobil 1 needed a fresh approach to connect with today’s evolving car culture. Their current strategy focused narrowly on a single consumer segment, overlooking a growing overlap between Mobil 1 users and driving enthusiasts. The challenge was clear: how could we shift the brand narrative and open up new, more resonant channels to engage this passionate, experience-driven audience?
My Contributions
“This wasn’t just a rebrand - it was a return to emotion, movement and identity. We didn’t just design a product experience. We designed a reason to drive.”
As Lead UX Strategist, I guided the team through data and persona analysis to identify key pain points and opportunity areas. After aligning on a clear problem statement, I led a design thinking workshop that shaped a new product and brand strategy - connecting Mobil 1 consumers with driving enthusiasts through a lifestyle-focused, end-to-end experience inspired by brands like Red Bull. We launched with a promo video and a membership program offering rewards tied to driving culture and brand engagement. I authored the product roadmap, which continues to evolve through iterative rollouts informed by user data.
Phase 1: Discovery & Alignment
GOAL: Understand the user and brand misalignment
- Conducted persona research to uncover evolving audience values
- Identified market gap in lifestyle positioning for driving enthusiasts
- Audited the Mobil 1 brand's digital and messaging ecosystem
Phase 2: Workshop & Ideation
GOAL: Align cross-functional teams and surface new ideas
- Facilitated design thinking workshop with marketing and product leads
- Prioritized themes like freedom, performance and emotional connection
- Performed competitive analysis on adjacent brand ecosystems to inform strategy
Phase 3: Brand & Experience Design
GOAL: Translate insights into an actionable product and content strategy
- Developed concept for a new digital membership experience
- Proposed UX direction to support event activation and content integration
- Framed messaging and brand voice around aspirational lifestyle identity
Phase 4: Roadmap & Execution
GOAL: Define execution priorities and build delivery pathways
- Scoped MVP features and structured phased rollout roadmap
- Collaborated with Salesforce and campaign teams to integrate capabilities with microsite
- Enabled real-time updates to content strategy across multiple channels
Phase 5: Market Impact & Lift
GOAL: Drive adoption and reposition the brand in the eyes of key users
- Contributed to the strategic foundation for Mobil 1’s lifestyle product evolution
- Expanded feature set to include event and community engagement to support a true end-to-end or online-to-offline experience
- Established product metrics and KPIs to inform performance measurement and analytics
Impact & Reflection
We didn’t just talk about “brand transformation.” We structured it. We shipped it. And we built a path for it to grow.
This project was a rare opportunity to shape not just a product experience, but the direction of a brand. By combining UX strategy, marketing insights and cross-functional facilitation, we created a foundation for Mobil 1 to connect with a new kind of driver - one who values not just performance but identity, lifestyle and community.