04 Shell Book Web Optimized

8/3/2019 04 Shell Book Web Optimized

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Shell


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SHELL

Shell Gas & Power is a world leader in natural gas productionand supply.


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Brand Environment Design

Brand Environment Design ensures that all brand itemsoriginate rom the core values o the organisation. Every item

produced is an outcome o this process.


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Initiate

WHY ?

QuA was asked to analyse the overall communications plan othe brand. From this, we would develop new communication

items, both or internal and external use.

Communication in general had to be more customer-riendly,

while retaining high technical accuracy.

Qua would also create briengs or third parties, such asinternal design studios, photographers and copywriters.


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Research


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From the beginnning we would be working within the existingShell 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 startedto create guidelines on images and diagrams to have overall

consistency in look and eel.


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Research


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We then interviewed 14 managers o the various globaldivisions and concluded with a report on the aims and goals o

the new communication strategy.


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Research


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Mapping -out where each communication item ts within theoverall strategy.


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Research


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One-liners were used as the basis or a 4 minute lm on thepersonality o the brand. The objective o the lm is to initiate

discussion within the group.


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Research


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Workshops were then held in order ro dene how Shell willcommunicate inernally, to the markets, and to the press..


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Concept


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A Valueboard is the communications map or all items. This iswhat we should highlight, where this happens, and or who.


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Explore


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The Valueboard is then translated into a style or photography,copywriting technique, magazine contents, illustrations etc.


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Explore


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Graphic elements and guidelines are produced which t withinboth the aims o 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 eedback andis more involved with the development o their project.


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Explore


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The designs evolve into more nalised artwork in which detailsare discussed.


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Finalise


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Photography was important to the project. We thereorcommissioned a photographer and brieed him on which

shots we needed.


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Finalise


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We used wide-angle helicopter shots or an overview o largescale projects, and people should always be photographed at

work and on-site where possible.


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Production

Exploration Production Liqueaction


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The corporate brochure was based on visualising theproduction chain, rom exploration to end user. We wanted torefect the technological and logistical achievements o Shell.

Shipping Regasication End user


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Production


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Copywriters were also brieed; 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 throughheadlines, 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 rst time in Shell internal communication weintroduced interviews with customers and partners to increase

awareness o end users needs.


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Production


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Center spreads are used to give exposure to the cultural andpolitical backgrounds o the countries in which Shell operates.


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Production


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Worldwatch, also new to GaP, contains global news itemsaecting the company.


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Production


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Internal newsletters were condensed and rewritten in amore lively way. Each newsletter nishes on ambitions and

challenges or the coming quarter.


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Production


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The communication items also include presentationlayouts and guidelines, along with a more easily accessible

photography database.


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For more inormation please contact:

QuA AssociatesGrasweg 61

1031 HX AmsterdamThe Netherlands

P: +31(0)20 494 6565F: +31(0)20 494 6500

E: [email protected]


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04 Shell Book Web Optimized