With nine titles in two languages, Shell’s suite of annual reporting literature was one of the largest corporate literature design projects ever undertaken.
The main design challenge was to ensure that the different audiences – individual and institutional shareholders, industry analysts, specialist press and the general public – were catered for in the presentation of information. Often-complex technical information had to be interpreted and made clear for the non-technical audiences using photography, charts and diagrams, whilst retaining sufficient detail for industry insiders.
The design team looked at the content from the perspective of a complete outsider, enabling them to lift the lid on this massive business. The wide range of operations were clearly sectioned and analysed in detail, allowing the scale and profitability of the company to be highlighted. This approach not only cemented Shell’s positioning as a leading global energy company in traditional oil and gas, but also enhanced its reputation in renewables technologies such as wind and solar.
Result: Team won three-year contract for corporate reporting suite worth approximately £400,000.
© Addison Corporate Marketing. Sinclair Ashman of Reverse was the creative director and team leader for a team of ten designers, project managers and production staff, and liaised directly with Shell’s internal project team, printers and other suppliers. He helped to ensure that consistently high levels of creativity and production values were maintained throughout the four month project.