Shell

There was a unique opportunity to engage with staff and visitors to create positive impressions of the brand. The ambition was to enable the creation of workplace environments and experiences that exceeded expectations and showcased Shell’s innovative, pioneering spirit.

The central idea of the project was to bring stories to life – verbally and visually – and to inspire the selection of imagery. The Shell Eco-Marathon was one such story.

Shell Eco-marathon is a global academic programme focused on energy optimisation. For over 35 years it has addressed the growing need for more and cleaner energy solutions in the real world, empowering talented and passionate science, technology, engineering and maths (STEM) students with a platform to put their own theories and ideas into action.

The guidelines were designed to provide a framework for an engaging customer journey experience and ensure consistency globally. They were developed in combination with existing interior design and customer journey principles. Each zone in the journey had a set of aims, behaviours and a balance of brand presence. The stories and images needed to respond to each zone to create the right emotional response.

Composition principles and a hierarchy were developed for a range of design options from large scale high-impact wall visuals to white box frame posters and typestyles for storytelling.