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When Chevron and Texaco merged, the challenge was to create a seamless visual identity that respected both companies’ legacies while signaling a new era of energy leadership. The balance between tradition and innovation was critical—Chevron had a legacy of corporate trust, while Texaco had a rugged, independent spirit.
Watson worked on modernizing the Chevron wordmark, ensuring that it retained its recognizable form while incorporating elements from Texaco to create a unified brand. The updated guidelines provided consistency across all brand touchpoints, from signage and corporate materials to retail stations and advertising campaigns.
The result was a brand system that honored the strength of two industry giants while creating a singular, modern identity that positioned ChevronTexaco for the future.
Build from insight. Strategy isn’t guesswork—it’s groundwork. We listen, research, and distill what matters to guide smarter decisions and set a solid creative direction.
Make it meaningful. From naming to narratives, we create content that speaks with purpose—rooted in truth, tuned to your audience, and built to connect.
Design for behavior. We craft digital experiences that are intuitive, scalable, and aligned with how real people move, click, swipe, and search.
Bring brands to life. Physical spaces, moments, and memories matter. We design experiences that feel human—and stay with you long after the lights go out.
Drive connection. Our marketing approach blends data and instinct—getting the right message to the right people, in ways that actually move them.
Partner on progress. We work alongside your team to solve real problems, shift thinking, and build internal alignment—without the agency ego.
