Allstar case study



Allstar is the UK’s leading fuel card, giving business motorists a simple, secure payment solution.

A number of product sub-brands were being replaced by their new Allstar One card. The business saw the opportunity to refresh the branding, messaging, sales materials and digital marketing.

Our approach

Our first goal was to refine the existing brand architecture to provide a clear relationship between the corporate and product brand. The logo was sharpened-up and we built on the strongest elements in the existing brand guidelines, to create a more ownable set of assets. We introduced a new typeface and enhanced colour palette as well as photography style and tone of voice.


“Milestone helped us achieve a fast and highly effective brand refresh that’s given the business great confidence in growing its customer base and revenue streams. We now have a strong and versatile brand toolkit that’s already making a real impact on our marketing.”

Jo Stuart, VP – Product and Marketing

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