An evolution of the Shell visual identity to create global alignment and consistency across all brand communications. The objectives were to elevate brand profile, strengthen attribution and cost efficiencies across the business by going from 120 individual ‘house styles’ to 1.

Inspired by the petrol station totems we created an ‘energy tile’ that creates optimism for Shell. Inheriting some of Shell’s core identity components we created a robust colour palette to address the disparate areas of the Shell business and introduced unity through a consistent tone of voice and a modular system that worked across primary, sub and co-brands across media, globally. A flexible easy system allowed creative latitude and local cultural expression which encouraged adoption worldwide. As well as colour strategy, the programme includes a grid system, the definition of a new photographic and illustrative style and the fine-tuning of typography. This streamlined communication asset is now working to deliver greater efficiency through a VI checkpoint, optimise resources and maximise value for Shell.

It was a great pleasure working with Nicola to redesign Shell’s global visual identity, a unique opportunity to help evolve an international brand. Nicola was a key player in pitching, concepting and developing the creative, as well as applying the design across channels and touch points. A hugely complex project with many stakeholders, Nicola worked tirelessly to craft the design and was instrumental at ensuring an inspirational and well thought through concept which has proved a huge success across the business.

Morag, Imagination, Shell Global Business Director