Ampol Australia selects Coates Group for nationwide rebrand strategy

Ampol Australia has selected Coates Group as signage provider for its latest rebrand strategy across the nation.

Coates Group, a global technology company, began as a small, family-owned signage company in Sydney in the late 1950s and, much like Ampol, Coates has a proud Australian heritage.

The partnership marks a momentous occasion for Ampol and Coates alike, with the rollout taking place across 1,900 Australian locations and being the largest that the country’s fuel and convenience industry has seen to date.

“The opportunity for two fiercely Australian companies to work together is one that you don’t often get. For Coates to work with Ampol, an iconic brand, as it re-emerges into the spotlight is something that we’re incredibly proud of and excited about,” said Marcus Coates, President of Australia / New Zealand & International Markets, Coates.

The rebranding project began in August of 2020 with a pilot store in Concord New South Wales, the state in which Ampol was originally founded in 1936. In a press release, Coates announced they will also be stewarding an additional eighteen store transitions by the close of the year.

The reimagined stores will be rebranded throughout 2021 and 2022, exclusively featuring Coates external signage. The project requires over 30 signage variations – including main identity signs, price boards, shopfront fascias, and other applications for the Ampol marks and logos – which were designed and prototyped in under a month. Each was designed in-house to ensure the highest quality that aligns with the Ampol customer experience.

“Signage will always be at the heart of our company,” said Leo Coates, CEO, Coates Group.

“My family founded Coates as a traditional signage business, and while we’ve since made a successful transition into the digital technology space, we’re always thrilled to return to our roots and deliver our forward-looking, refined suite of signage products,” Coates said.

“Partnerships like this one with Ampol are what motivate us to continually innovate both our static and digital solutions to help our clients cultivate the best experiences for their customers,” he said.

Over ten years ago, Coates Group evolved from its beginnings as a traditional signage provider to become a global digital experience company. Apart from traditional signange, Coates offers digital signage, merchandising solutions and immersive customer experiences, incorporating both software and hardware for QSR and retail brands in over 50 global markets.

Source: Coates Group