Success Story: Jiffy Lube



The Challenge

For 20 years, Jiffy Lube had undergone a variety of brand changes and updates without sufficient standardization. Eventually, the wide array of images displayed at Jiffy Lube facilities had significantly diluted the brand.

So, in 2006, the client moved to address this issue with new signage designs and plans for nationwide implementation.

The Solution

First, Jiffy Lube asked Icon to participate in the development process, and we began working with brand designers to test various approaches with sign prototypes.

The result was a unique, impactful look engineered for affordability and flexibility: the design incorporated aluminum composite material (ACM) panels with a 10-year warranty and could be easily installed in a wide variety of settings.

The first phase of implementation focused on the 250 company-operated sites nationwide, and Jiffy Lube made Icon responsible for approximately 60 locations in the Chicago and Philadelphia areas.

Our program management expertise and nationwide teams were essential in successfully addressing the challenge of widely varying permit requirements. Within a week, we had mobilized teams to conduct photographic surveys of almost every site, an endeavor which provided a clearer view of program scope while helping us smooth the permitting process.

Once the maximum allowable signage had been approved for each site, our manufacturing and installation teams quickly completed the program—ahead of schedule and ahead of the field. Within 2 months of the start date, Icon had completed nearly half of our assigned locations.

And our value engineering lowered the price of implementation: our engineers significantly reduced per sign costs by tweaking design details for maximum economy and quality.

The Result

Icon completed our portion of the program within 4 months, meeting or exceeding all cost and schedule targets. Initial reports indicated a 3% increase in daily car count and a 9% increase in sales after re-imaging.

After supporting the initial Jiffy Lube re-branding program with such speed and success, Icon soon began work on close to 335 franchisee-owned sites.

Contact us to learn more
template_right