1,900 Sites Transformed in 24 Months

Challenge

After decades trading as Caltex, the organisation made the strategic decision to rebrand to the historic "Ampol" marque. This wasn't just a logo swap—it was a total network transformation required to meet strict brand expiration deadlines.

We began with a discovery and audit phase to understand both the national scope and the stakeholder web across franchise owners. This allowed us to design a flexible approach rather than a rigid one-size-fits-all system.