The Challenge
Oscar W. Larson had spent decades building businesses in and around the fueling industry: multiple companies, each with its own history, identity, and customer relationships. The opportunity in front of them was significant: consolidate those businesses under a single platform brand that could compete nationally and credibly serve convenience stores and fuel retailers across the country.
But the timing added a layer of complexity. The fueling industry itself was in transition, with EV charging infrastructure beginning to reshape how consumers and businesses think about energy. The brand needed to hold the weight of established, trusted operations while also signaling that this was a company built for where the industry was going, not just where it had been.
A collection of legacy companies wasn’t the answer. A unified platform was.
The Solution
CSBG worked with leadership to develop a platform brand strategy that brought the existing businesses together under a single market-facing identity, with legacy operations repositioned as divisions within the new structure. This gave the company the clarity and scale of a unified national brand while preserving the operational depth that had been built over time.
The new brand, OWL, was built around a clear investment thesis: a company that could be a true national partner to convenience stores and fuel retailers, with the infrastructure and capability to support the shift toward EV. Name, logo, messaging framework, and brand architecture were all developed to carry that story forward.
The result was a brand that worked on two timelines simultaneously — credible and established enough to win business today, forward-looking enough to grow with the industry.
What We Delivered
Foundation
Landscape audits
Stakeholder interviews
External focus groups
External & internal surveys
Identity
Name exploration
Logo development
Content frameworks
Style guide
Launch roadmap
Launch
Website
Branded collateral set
Launch communications
Brand intro deck
Social media buildout
Result
OWL launched as a nationally positioned platform brand with a unified identity and a clear architecture for how its businesses fit together. The brand gave leadership a single, coherent story to take to market, one that worked for convenience store operators, fuel retailers, and the investors and partners watching the EV transition unfold.
What had been a collection of legacy companies became a platform built for the next chapter of the fueling industry.
