Shell

The project was centred around a complete global brand refresh for Shell’s advanced lubricant range, aiming to communicate the pioneering technology behind their products and solidify Shell’s position as the number one global lubricant supplier. Shell, a multinational oil and gas company, serves consumers in over 100 countries, delivering market-leading lubricants that are trusted by businesses and consumers alike.

The scope of the project included the design and creation of a comprehensive advertising and marketing kit for the Retinax, Spirax, and Rimula ranges, to support Shell’s global marketing teams and retail partners. This kit provided both digital files and printed examples of all marketing, advertising, POS, and product collateral, serving as the foundation for a global implementation programme.

In addition, I was tasked with designing product labels, sales and marketing brochures, and various supporting collateral, ensuring everything adhered to Shell’s strict branding guidelines. The project also involved image retouching, technical graphs, and other design elements that reinforced the product’s technical excellence and innovation. Every piece of collateral was designed to communicate Shell’s commitment to quality and leadership in the lubricant industry, enabling a cohesive and consistent brand message worldwide.