Based on customer research and our overall content strategy, the Shell Polymers and IBMiX teams decided it was time for a brand campaign refresh in 2022.
We focused on how Polymers will be the supplier that forms true relationships with customers--something that isn’t happening today.
Toolkit
After creating the refreshed brand campaign, (Real)ationships Start Here, our team put together a toolkit to help guide Shell and other agency partners when creating content.
The toolkit includes:
Voice and tone guidance
Photography guidance
Example print ad design and copy
Email template
Digital banners
Social media post layouts
Elevator Wrap
Newsletter Template
Digital Banner Ad
Social Media Banner and Post Layout
Sustainability Playbook
Shell Polymers has always been hesitant to speak on sustainability and green initiatives, therefor there was an overall lack of in-market sustainability content. So, we created a sustainability playbook for agency partners to reference when crafting sustainability content.
The playbook includes:
Sustainability-specific audiences, pain points &
challenges
Talking points including dos and don’ts
Glossary of complex terms
Design examples
Photography guidance
The client was concerned with coming across as greenwashing in visuals, so we made the conscious decision to use photography that features a product that could be made with Shell’s polymers and showing how that product is enhancing someone’s experience with the environment.
