Techron Global Brand Book

The development of the North American brand campaign for Techron Complete Fuel System Cleaner was received well enough by our clients that we were asked to contribute to a larger branding assignment. The global brand book needed to account for cultural differences and products in different markets so we took elements that were working from the North American campaign and broadened things a bit so the brand would feel cohesive from region to region. The success of this project brought with it a subsequent request for help in developing a New Product Messaging Playbook, which would act as an addendum to the brand book for agencies in local markets across the globe.

Logo Guidelines and Evolution

I did not design the Techron logo, however I was asked to add the “expect more” tag and lay out some guidelines for its use. Techron also has a separate mark for their “Precision Clean Technology,” which I updated and then adopted into product packaging worldwide.