Shell
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SHELL Shell Gas & Power is a world leader in natural gas production and supply.
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Brand Environment Design
Brand Environment Design ensures that all brand items originate from the core values of the organisation. Every item produced is an outcome of this process.
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WHY ? QuA was asked to analyse the overall communications plan of the brand. From this, we would develop new communication items, both for internal and external use. Communication in general had to be more ‘customer-friendly’, while retaining high technical accuracy. Qua would also create briefings for third parties, such as internal design studios, photographers and copywriters.
Initiate
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Research
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From the beginnning we would be working within the existing Shell identity. It was important to understand how Shell use this to communicate.
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Research
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We analysed the existing communication material and started to create guidelines on images and diagrams to have overall consistency in ‘look and feel’.
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Research
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We then interviewed 14 managers of the various global divisions and concluded with a report on the aims and goals of the new communication strategy.
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Research
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Mapping -out where each communication item fits within the overall strategy.
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Research
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One-liners were used as the basis for a 4 minute film on the personality of the brand. The objective of the film is to initiate discussion within the group.
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Research
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Workshops were then held in order ro define how Shell will communicate inernally, to the markets, and to the press..
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Concept
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A Valueboard is the communications map for all items. This is what we should highlight, where this happens, and for who.
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Explore
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The Valueboard is then translated into a style for photography, copywriting technique, magazine contents, illustrations etc.
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Explore
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Graphic elements and guidelines are produced which fit within both the aims of the project and the existing Shell identity.
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Explore
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From quick mock-ups the client can give regular feedback and is more involved with the development of their project.
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Explore
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The designs evolve into more finalised artwork in which details are discussed.
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Finalise
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Photography was important to the project. We therefor commissioned a photographer and briefed him on which shots we needed.
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Finalise
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We used wide-angle helicopter shots for an overview of large scale projects, and people should always be photographed at work and on-site where possible.
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Exploration
Production
Production
Liquefaction
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Shipping
Regasification
The corporate brochure was based on visualising the production chain, from exploration to end user. We wanted to reflect the technological and logistical achievements of Shell.
End user
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Production
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Copywriters were also briefed; we wanted more storytelling, more headlines and less copy, while still retaining technical and geographical accuracy.
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Production
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GaP, the internal magazine, was given greater clarity through headlines, a content page, and a ‘projects in this issue’ worldmap on the back cover.
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Production
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For the first time in Shell internal communication we introduced interviews with customers and partners to increase awareness of end users needs.
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Production
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Center spreads are used to give exposure to the cultural and political backgrounds of the countries in which Shell operates.
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Production
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‘Worldwatch’, also new to GaP, contains global news items affecting the company.
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Production
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Internal newsletters were condensed and rewritten in a more lively way. Each newsletter finishes on ambitions and challenges for the coming quarter.
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Production
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The communication items also include presentation layouts and guidelines, along with a more easily accessible photography database.
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For more information please contact: QuA Associates Grasweg 61 1031 HX Amsterdam The Netherlands P: +31(0)20 494 6565 F: +31(0)20 494 6500 E: info@qua.nl www.qua.nl