STRATEGY:
World Oil

“The work TELLIT did galvanized employees and created a way for everyone to feel a part of one company. And it facilitated the change-over of all the businesses far more effectively than I could have anticipated.”
co-CEO Steve Roth

Unifying A Company. Through a series of strategic acquisitions of related businesses, World Oil has steadily grown into one of California’s largest privately-held companies. Today, this 75-yr old business is a highly diversified corporation that produces petroleum-based and recycled products and provides vital transport, environmental and recycling services. However, there were challenges to operating as (5) independent businesses and brands. So the Company’s leadership team came to TELLIT for help in realizing their vision – a unified organization with a strong leverageable brand.

A Vision Realized. We organized the portfolio of businesses underneath the master brand of World Oil, eliminating the individual brand names of the acquired businesses. Concurrently, we developed a new identity system to help support and tell the broader World Oil story. First, we launched the new brand internally at a 75th Anniversary event for senior executives. We followed with a series of presentations to all divisions of the company. TELLIT designed and produced the event. This included all brand launch materials, a communications plan to inform clients and a redesign of the company’s largest and most visible billboards – their fleet of tankers and trucks.