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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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Initiate
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.
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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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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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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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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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Workshops were then held in order ro define how Shell will communicate inernally, to the markets, and to the press..
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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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The Valueboard is then translated into a style for photography, copywriting technique, magazine contents, illustrations etc.
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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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From quick mock-ups the client can give regular feedback and is more involved with the development of their project.
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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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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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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.
Shipping Regasification End user
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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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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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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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Center spreads are used to give exposure to the cultural and political backgrounds of the countries in which Shell operates.
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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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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 AssociatesGrasweg 61
1031 HX AmsterdamThe Netherlands
P: +31(0)20 494 6565F: +31(0)20 494 6500