Phillips 66 & Fuel Forward – Consolidating Brand Identity Through a Custom Mobile Experience
Before App Factory existed, Fuel Forward was a custom mobile app developed for Phillips 66 to replace six separate apps that previously supported its three consumer fuel brands: Phillips 66, Conoco and 76. I worked as a product lead on the mobile side of this effort, supporting the rebrand and simplification of their mobile ecosystem. By consolidating three brands into one configurable, multi-brand app, we reduced overhead, improved user experience and enabled custom functionality tailored to their evolving business needs.
Three Brands, One Unified App Experience
Phillips 66 had a unique challenge. As the parent company of three nationally recognized fuel brands - P66, Conoco, and 76 - they needed a way to serve customers across the country while respecting regional brand loyalty. Initially, this meant maintaining six separate branded apps across iOS and Android. Every update, bug fix or new feature had to be replicated across all six builds. When the decision was made to rebrand as Fuel Forward, it wasn’t just about marketing. It was about simplifying the product architecture, creating a unified codebase and delivering custom capabilities that weren’t feasible within our white-label framework.
Custom Features With Strategic Impact
Fuel Forward wasn’t just a visual refresh. It gave us the opportunity to offer Phillips 66 the flexibility they had long been asking for. As part of this custom app, we enabled unique home screen designs, introduced a “News” section powered by our existing offer infrastructure for non-discount promotional content and gave them the ability to fully customize the bottom navigation - something previously restricted in our white-label system. They also utilized our Promo Code functionality to run seasonal campaigns and drive user engagement. These features, once considered edge cases, became key inputs in how we evolved our white-label offering into something far more configurable with App Factory.
A Strategic Shift That Informed the Future
Fuel Forward was more than a rebrand. It was a strategic consolidation that saved time, reduced cost and gave Phillips 66 the control they needed to grow. Supporting this project taught us a lot about the limitations of our existing platform and pushed us to think bigger about what white-label could be. Many of the lessons we learned, around modular navigation, flexible content zones and tenant-level customization, directly informed the roadmap for App Factory. This project became a catalyst for smarter, more scalable product thinking across our entire team.