HF Sinclair brands

Brand Strategy | Campaign Development | B2B Creative

HF Sinclair’s portfolio includes respected brands in fuels, lubricants, and specialty products—categories where performance and trust matter most. My role was to turn a complex family of technical brands into sharper, more compelling marketing across industrial sectors.

Working across HF Sinclair brands including Sinclair Lubricants, Petro-Canada Lubricants, HollyFrontier Specialty Products, and Sonneborn, I developed campaign platforms, product launches, sales tools, trade show experiences, print advertising, and digital assets for audiences ranging from distributors to engineers and procurement teams.

The challenge was transforming low-interest technical categories into marketing with real presence. Through stronger positioning, cleaner visual systems, and ideas rooted in uptime, efficiency, and performance, the work made industrial products feel more modern, relevant, and differentiated.

Across every touchpoint, I helped these brands show up with greater consistency, clarity, and impact.

Role: Art Direction, Concepting, Campaign Development, Design Systems, B2B Brand Storytelling
Channels: Print, Digital, Sales Enablement, Trade Shows, OOH, Product Collateral, Integrated Campaigns