After 30 years of using the licensed name, FINA, ALON Brands made the decision to adopt their parent company name, ALON as their retail petroleum identity. The challenge: ALON Brands knew they didn’t have the internal resources or knowledge base to manage a large-scale, high-paced brand conversion. ALON hired Advancement Branding to oversee and develop everything from the vendor RFP and selection to product prototyping, material specifications and the day-to-day management of manufacturing, project tracking and site installation coordination. All 900 sites were successfully completed within an eight month window, before the license rights to the FINA name expired.