Jovena
Transforming a Brand at National Scale
110+
Service stations
One national rebrand.
The challenge wasn’t designing one beautiful location.
It was designing a system that could work across an entire country.
I led the rebranding project from identity to physical implementation, including the art direction of the retail concept and its application across the stores. The project began with two pilot stations — one medium-sized site and the largest station in the network — before being translated into a comprehensive rollout specification for nationwide deployment.
From idea to reality
The final specification ran to several hundred pages, turning the creative concept into a precise, reproducible system for teams, engineers, suppliers and contractors.
Designing the everyday experience.
A large-scale team project where brand design met engineering rigor — translating one creative vision into hundreds of practical decisions, from the customer journey to the smallest implementation detail.
An integrated brand experience
Beyond the retail transformation, I initiated, created and co-directed Jovena’s nationwide brand launch across Madagascar — bringing the new identity to life through redesigned service stations and stores, a new website, digital launch campaigns, television advertising and large-scale urban displays.