Strategic Creative Development Workshop

  • Strategic Action Planning
  • A joint team, including key ISUS partners and Mobil hand picked representatives from the category management group, regional and store-level management met over several days creating strategic positioning, design and operational goals. - Every aspect of the concept's positioning, product offer, operational parameters,facility, graphic and equipment layouts and alternative formats were reviewed and challenged in a positive and creative mode.

Mobil 4
Building the mock up

"Mock-up" Construction and Refinement

  • A Full-sized Lab Store
  • ISUS designed and built a full-sized white model of the prototype store as a featured part of the strategic workshop. This model became the basis for the ISUS/OTR Team's working sessions in refining all aspects for the prototype's equipment, facility and graphic design including key revisions to operating processes.
  • Components were moved into alternative layout relationships to test, review and validate operational and ergonomic issues.

Prototype Design

  • Latest generation store design applicable to three different typical store formats.
  • Using the full-sized mock-up, the ISUS/OTR Team detailed the requirements for the new prototypical store. These became the basis for ISUS's architectural and design experts to integrate all physical and visual elements and systems into store concept design and construction documents.

Mobil 5

Mobil 6

 

Mobil

Our Mission:

Reposition the On The Run retail concept's design, operation processes and fresh food, beverage and snack product offer for rapid company-wide rollout. Meet Mobil's goal to use On The Run to decouple the store from a gas offer and ultimately shift the company's focus from petroleum.

Mobil 1
The original On The Run prototype

Our Approach:

Create a retail performance concept by:

  • Creative listening
  • Teaming
  • Collaborative strategic goal setting
  • Developing new store concepts and proprietary products
  • Designing the graphic communications
  • Detailing the operating processes into an effective model
  • Creating the marketing plan and managing promotional tactics

Mobil 2
Workshop team studies the alternatives

Prototype Audit:

  • Immediate-impact
  • Quick Fixes
  • Our comprehensive multi-discipline review of the prototype's operating processes, graphic imagery, equipment, design layout and merchandising tools yielded many immediate-impact quick fixes.

Mobil 3
New Plan Schematic showing "Food Forward"