A suite of promotional materials

During its 50-plus history, Shell Geelong Refinery has forged strong community links and made significant contributions to the Geelong economy and environment. Under Global Reporting Initiatives, informing community and stakeholders about progress against this triple-bottom line (social, economic, environmental) has become a real focus. Recently, DDG has partnered Shell Geelong on a suite of promotional materials to drive this focus outward.

Under the spotlight were three publications – annual performance review, quarterly community newsletter and print advertisement template - with the annual review presenting the most scope for change. The client brief called for a corporate look that maintained some links to the existing publications.

The newly developed design depicts the three focus areas via a trio of fluid lines which cross and mesh with one another throughout the publication – a visual metaphor for the integration of these three important performance areas. The shape of the linear curves is derived from Shell’s “wave branding zone”, which was also incorporated into the design.

Shell’s well-established brand colours have been re-introduced to the cover design along with photographic images chosen to reinforce the community connection and “personality” of Shell.

“Our future, together” was developed and included as a positioning statement throughout the publications. Headings have been enhanced with connecting statements to link the performance areas back to the notion of future/community/belonging.

The inside spreads feature white backgrounds for improved readability and a clean, corporate look and visual interest of well-designed graphic elements. Notably, the Annual Review has been printed on quality recycled paper stock, sending another signal about Shell’s environmental commitment.

Now rolled out across all three publications, the style is valued for its contemporary feel and strong communication of themes, whilst sharing some common DNA with the previous design.

As part of this project, DDG also developed designs for a Mobile Information Booth for use at shopping centres, festivals, and community and trade events. The booth features the same design elements as the publications, achieving high visual impact through intelligent use of colour and graphic design.