B2B Fuel Card Program

Circle K is a global convenience and fuel brand, operating in 22 countries worldwide. As a leading name in the industry, Circle K is constantly evolving to stay relevant to both B2C and B2B audiences. Over the past two years, their brand team has been working on refining the company’s positioning, focusing on creating a warmer, more approachable, and down-to-earth image. This transformation reflects across all brand touchpoints, from marketing materials to customer communication.

As part of this brand refresh, Circle K identified the need to update its B2B animations, particularly for the Fuel Card business. The existing introductory video for the Fuel Card Solution had several shortcomings:

1. The visual style was generic and didn’t align with the old or the new branding.
2. The animation was too long and failed to maintain audience engagement.
3. The music and sound design were unappealing and didn’t enhance the viewer experience.
4. The script was filled with jargon and abbreviations, making it difficult for viewers to fully grasp the key points.

With the brand’s new assets in place, Circle K sought a production agency capable of creating a refreshed animation that would be shorter, more visually appealing, and better aligned with their new brand identity.

Upon receiving the brief, we collaborated closely with Circle K’s brand team to fully understand their new brand positioning and vision for the animation. The process was broken down into several key stages:

1. Discovery and Research
   We started by reviewing the existing animation, noting down specific areas for improvement based on the client’s feedback. We also studied the new brand assets provided by Circle K, which were described as brighter, warmer, and more down to earth. These assets guided the visual direction for the refreshed animation.
2. Style Development
   Our team worked on a fresh illustration style inspired by the new Circle K branding. We wanted to move away from the generic visuals of the previous animation and develop a style that felt distinct, modern, and reflective of Circle K’s updated look. The goal was to create visuals that were both engaging and easy to understand for the B2B audience.
3. Scripting & Storyboarding
   We worked closely with the Circle K Creative Director & Senior Marketing Manager to refine the script, ensuring the language was simple, clear, and free from jargon. This new script would provide a more concise and focused narrative for the Fuel Card service. Alongside the script, we developed storyboards to map out the animation sequence, ensuring each frame was aligned with the desired tone and messaging.
4. Sound Design & Animation
   For the sound design, we sourced high-quality sound effects that complemented the visuals without overwhelming the viewer. We also advised on music selection, ensuring the audio would enhance the animation’s warm and approachable feel. The animation was then brought to life using our refined illustration style, carefully synchronizing the visuals with the narration and sound effects.

The result was a dynamic, 60-second animation that embodied Circle K’s refreshed brand identity. The new animation featured bright, approachable visuals that were in line with the company’s brand assets. The script was clear, concise, and free from technical jargon, making the content more accessible to the target business audience.

This animation became the first of many in an ongoing partnership, with plans to refresh Circle K’s entire B2B video series. The Fuel Card introductory video now serves as a modern, engaging touchpoint for Circle K’s business customers, enhancing their understanding of the Fuel Card benefits in a way that resonates with the brand’s new identity.

By focusing on clarity, engagement, and alignment with brand values, we successfully helped Circle K refresh its B2B animation, setting the tone for future content in their evolving brand journey.

“The work ethic and pride in delivery at UCY Films are second to none.” Isobel Cluskey, Creative Director, Circle K Global Brand