Case Study
Company: Icor Energía
Industry: Energy, Retail & Service Stations
Role: Head of Marketing & Graphic Design
Deliverables: Brand identity, brand book, uniform design, signage and vinyl graphics, advertising materials, and marketing strategy
The Challange
Icor Energía is part of a larger corporate group that operates several petrol station brands across Spain, including GasolWin, Simon Group, Cayetana, Cehegín Gas, and Jumilla Gas.
The challenge was to create a distinctive, professional, and scalable brand identity for Icor Energía that could compete within a consolidated energy network while maintaining coherence with the group’s overall image.
The goal was to design a strong, trustworthy, and modern visual identity that would appeal to customers, communicate reliability, and reflect the company’s commitment to innovation and service quality.
The Process
I led the full design and art direction of the Icor Energía brand identity, from concept to final production across all brand touchpoints.
Key steps included:
Logo & Visual System: Developed a clean, bold logo symbolizing energy flow and sustainability.
Brand Book: Defined brand colors, typography, and usage guidelines to ensure visual consistency across all media.
Station Graphics: Designed all vinyl applications for the petrol stations, including pump graphics, canopy signage, façade elements, and wayfinding systems.
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Uniform Design: Created professional uniforms for staff to reinforce the brand’s cohesive image.
Advertising & Marketing Collateral: Designed all marketing materials for campaigns and local promotions, ensuring brand visibility across print and digital channels.
The process involved close collaboration with production teams and suppliers to guarantee accurate implementation of the visual identity on-site and across different formats.
The Outcome
The new branding gave Icor Energía a distinctive identity that stands out within the competitive energy market while aligning with the visual standards of its corporate group.
The unified design language enhanced brand recognition, improved customer trust, and established a clear visual hierarchy across the company’s multiple service stations.
This project served as a visual model for other brands within the group, ensuring a cohesive aesthetic across all operations.
Impact
Created a full brand ecosystem applied across uniforms, signage, and marketing assets.
Strengthened brand visibility and perception at all physical touchpoints.
Provided a complete brand book for scalability across new petrol stations and franchises.
Contributed to a more professional and cohesive corporate image for the parent group.
TECHNICAL SKILLS
Illustrator
Photoshop
CRM
Indesign
Website
COPYRIGHT
Icor Energia
Reus (Spain)
Skills Used
This is to confirm that Cristina Lacruz Ferrater worked as a Head of Marketing and Graphic Design for ICOR ENERGIA from April 4TH 2019 until August 15th 2019, Full Time.
Cristina tried out to be a resolutive worker, finding solutions to effectively communicate the brand’s philosophy and achieve the objectives set.
Her assigned responsibilities :
– Negotiating design solutions with clients, management and production staff.
– Marketing campaigns, online and offlfline in Point of Sale.
– Detailing and documenting the selected design for production
– Social media campaigns and content
– Determining the objectives and constraints of the design brief by consulting with clients
– Formulating design concepts for the subject to be communicated
– Preparing layouts to communicate design concepts
– Work in improve the branding and all the assets of the brand.
