Sinclair Oil

Embracing heritage while looking toward the future.

Matt Anderson
Nov 21, 2018 · 2 min read

Sinclair has been around for a long time. A really long time. Most people recognize the green dinosaur, but would also guess that the brand isn’t around anymore—primarily because Sinclair’s reach spans mostly the Mountain West and parts of the Southwestern US, with few locations in major metropolitan areas.

So, when the brand wanted to launch a new product (an updated, cleaner fuel similar to Chevron’s Techron), we had two challenges: 1. Introduce the new product; and 2. Recall the nostalgia of the Sinclair brand while also breathing new life and vitality into their image.

The result was a multi-channel campaign where I ran a full naming exercise, directed a visual brand refresh, helped craft retail design updates, pitched in on digital advertising units, guided point-of-purchase collateral, crafted headlines for out-of-home, and then wrote and led our teams on two tv spots that reflected Sinclair’s hometown appeal but added a new, modern perspective on the brand.

Image for post
Image for post
Out of home.
:30 “Make It Last”
Image for post
Image for post
Image for post
Image for post
Visual identity update, color refresh, sub-brand hierarchy.
Image for post
Image for post
In-store and point-of-purchase.

Agency: Struck
Creative Director: Matt Anderson
Writer: Matt Anderson
Art Directors: Dave Bunnell, Chris George
Producer: Craig Steiner
Account Director: Kylie Kullack
Design Director: Matt Manes


Hi. I’m Matt Anderson — a creative director, agency leader, and strong advocate for diversity/equity/inclusion. I live in Portland, OR. If you’d like to work together, let’s talk.

Matt Anderson

This is the digital home of Matt Anderson—a creative…

Matt Anderson

Written by

creative leader, future llama farmer. find me (almost) everywhere: @upto12.

Matt Anderson

This is the digital home of Matt Anderson—a creative director, writer, and BBQ lover in Portland, Oregon.

Matt Anderson

Written by

creative leader, future llama farmer. find me (almost) everywhere: @upto12.

Matt Anderson

This is the digital home of Matt Anderson—a creative director, writer, and BBQ lover in Portland, Oregon.

Welcome to a place where words matter. On Medium, smart voices and original ideas take center stage - with no ads in sight. Watch
Follow all the topics you care about, and we’ll deliver the best stories for you to your homepage and inbox. Explore
Get unlimited access to the best stories on Medium — and support writers while you’re at it. Just $5/month. Upgrade

Get the Medium app

A button that says 'Download on the App Store', and if clicked it will lead you to the iOS App store
A button that says 'Get it on, Google Play', and if clicked it will lead you to the Google Play store