iMVP: Key Account Program
iMVP is an MVP program created to recognize TotalEnergies’ key accounts and strengthen long-term partnerships with industrial lubricant clients across Asia Pacific and the Middle East. Deliverables included naming support, a logotype-led identity, and rollout assets such as brochures and event buntings.
AGENCY
Gothic Design
CLIENT
TotalEnergies (SG)
YEAR
2025
ROLE
Designer
Designed the program logo and visual identity elements
Designed marketing collateral including brochures and banners
Contributed to naming and slogan exploration
CHALLENGE
The client needed a premium, exclusive club name that avoids generic “club” language and can scale across future initiatives. The identity had to be logotype-first, with typography as the hero and iconography kept secondary. Above all, it needed to express the program’s promise of mutual elevation and a win-win partnership with key accounts.
Logo Design
The iMVP identity was built as a clean, typographic logotype for maximum clarity and consistency. Colored nodes punctuate the letterforms to symbolize connection, progression, partnership, and impact, creating a flexible system that scales across print and event materials.
Marketing Collateral
The identity was applied across key touchpoints, including a program brochure and event buntings. Clear typographic hierarchy and consistent color accents support strong visibility and recognition across both print and event environments.
Outcome
A logotype-first identity was created to position the program as a premium key account initiative. The typographic mark uses colored nodes to symbolize value exchange and partnership, and was extended across brochures, banners, and event materials to support launch and consistent communication.