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Pilot Flying J Branding Study

Pilot Flying J is one of the marquee travel center companies in the US. Their client base is not only industrial logistics partners, but also typical civilian travel creating a beautiful opportunity to design around these different flows. Pairing this with the environmental regulations of today and the immediate future, adding electric vehicles into the mix only creates a richer opportunity to design for the immediate change in the vehicle landscape. This leads us to believe the temporal nature of travel centers and fueling stations have a longer use period per stop, meaning opportunities beyond just refueling exist and we began to study those and learn what works best and why should Pilot Flying J have it.

Pilot Flying J has 786 stops around the country with different identities because it has never been truly updated and upgraded following different mergers. The question we asked ourselves was, how can we create an updated unified brand that takes into account the technological and sustainable changes that meet the needs of the Pilot Flying J users and employees through a mass and easily deployable product?