Cenex is a fuel producer and filling station brand with over 1,500 locations nationwide. Despite this strong consumer presence, the previous iteration of their site was largely focused on B2B. A realignment brought the brand back to drivers and farmers and helped get them back on the road.
Agency
Colle+McVoy
Client
Cenex
Product
Site redesign
Research and Preliminary Sketches
Content Architecture
UX Design
The Fuel
Yes, drivers in regular cars are a large part of the Cenex business, but Cenex is also uniquely centered in the Great Plains and has a long history of serving farmers and long-haul truckers. They’re the heart of their business and the key market for the site.
Courting Truckers
So important are trucking companies to Cenex that we put together this calculator micro-app to help drive brand loyalty.
Selector
Transition
Data
Tanks of Thanks
Hometown Heroes
Cenex’ ties to rural communities is best exemplified by their celebration of everyday people doing extraordinary things for their community.
We helped Cenex launch a program where outstanding individuals in their communities could be nominated and recognized with a Cenex fuel card and mini documentary or short biography on the web site.
Things I learned about fuel
There’s special diesel for Agricultural use
Maybe it’s not accurate to say that the diesel is “special”. Really the only difference is that red dye is added to agricultural use diesel. Ag Fuel is cheaper because farmers are not charged the road taxes that accompany over-the-road fuel. Don’t get caught running agricultural use fuel in your pickup though—it’s surprisingly serious.
There are specialty lubricants for everything
Having worked on cars and bikes and things that need lubricants, I thought I knew a bit about it. The amount of specialy lubes for things like food-safe applications for all manner of food processing equipment; chainsaw bar lube that minimizes spark and keeps the chain from flying off; turbine oil for the stresses caused by the constant rotation of wind and water turbines… the list is endless.