Empowering a B2B audience.

With a long sales cycle, Phillips 66 and its associated brands, Conoco and 76, must continually stay top of mind with their B2B audience. In 2022, I co-led the creative team to develop a refreshed campaign concept and visual direction that guided all marketing efforts for the year.

The resulting "Be the Future" campaign positioned the brand as an innovator, highlighting its investments in customer experience and solutions that drive measurable impact for clients. We established a compelling, inspirational tone of voice and a futuristic visual style.

From landing pages to direct mail, I collaborated across multiple teams to produce all campaign assets, delivering an integrated program that became the brand’s most successful campaign in five years.