Shell, an international energy company specializing in the development of fields, production, refining, and sale of oil and natural gas, requested the creation of a presentation of the Innovation in Action innovative fuel development program. The program had to be submitted for the Ukrainian market.
Among our tasks were the creation of a presentation concept, the development of printed image products and outdoor advertising. In our work, we sought to preserve the visual identity of the brand and submit it in a new information key. Both printed image products and outdoor advertising are tools for visual communication of the brand with customers. The main part of information about a product or service, the target audience of the company receives through the perception of brand design and messages that the company addresses to them.
In order for this information to be effective, it must be submitted:
The purpose of image printing is to increase loyalty to the object or phenomenon, the information about which it carries. The quality of performance of printed image products determines the success of its impact on the target audience. Most often, such polygraphy is made not for mass distribution, but to influence a specific group of potential customers or partners. So it was with the products for the presentation of "Innovation in action" from Shell.
We created corporate themed booklets, magazines and folders. When developing the design, they used corporate identity colors and contrasting visual solutions.
All applied techniques were subordinated to a single goal - to develop an effective design of printed products, which will allow:
All the printing objects we designed for Shell were created just like that. The design of booklets, magazines and folders included a comprehensive work on the selection of fonts and images, creating colors and drawing graphic elements. We took into account everything to the smallest detail in order to form a holistic and unique image.
A successful advertising campaign for outdoor media makes a creative idea, content and emotional message. At different stages of creating a design, we worked on the formation of the composition, the design of text blocks and the organization of details.
Important advantages of outdoor advertising are a potential viral effect and a large audience reach. In order to use them to the maximum, we have formed a capacious text message. And the information itself, along with a visual addition, was made simple and easy to read.
When creating advertising campaign layouts, our main task was to attract potential customers and bring a creative idea about the Shell program. We tried not to overload the design with unnecessary details, to make it clear and memorable.
In general, the design of outdoor advertising can be divided into several types:
In our advertising campaign we used the design of the second type. Outdoor advertising can be placed on such structures installed in open areas, such as billboards, city lights, panel brackets, banners, shop windows, store and lounge signs, and vehicles.
To determine the type of advertising media was our initial task in the development of advertising. Since the concept of layouts, design and copyright are created only after studying the characteristics of the location of advertising media, as well as collecting their parameters and characteristics.
Effective and distinguished text among other advertising messages is not created by a pile of words, but on the contrary - by reducing their number to the very idea. In an effective slogan there should be no more than 3-4, maximum - 7 words. It is necessary that the idea was clear immediately, at first glance at the layout. That is how we created our slogan for an advertising campaign.
When developing outdoor advertising for Shell, we were also guided by the rule of no more than one or two images in the design of layouts. To achieve clarity of perception used contrasting tones. Laconic and well-built composition has helped to achieve an effective perception of the advertising message by the target audience of the company.
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