Marsteller adds energy to Shell Renewables brand

Marsteller has developed brand guidelines for Shell Renewables’ above and below-the-line activities worldwide, which launched last week, for a fee of over £100 000.

The consultancy will implement the guidelines across all communications. The first manifestation will be the design of two brochures and an ad campaign for the company, which develops and delivers solar and wind energy solutions for the Royal Dutch Shell Group.

The consultancy will also design all other corporate and product literature, signage, on-line branding, merchandise and advertising. Its fee is likely to be in the region of £250 000.

Marsteller was briefed last week to start work on a corporate brochure and a brochure promoting the company’s solar technologies, both of which will launch early next year. It has also begun work on an ad campaign, launching in the Netherlands, promoting the use of solar panels in large building projects. A launch date has not been set.

‘As part of the first phase of the project we have created Shell Renewable’s house style without redesigning its brand identity. We have worked out how we bring all the company’s typographical elements together. It’s a styling exercise,’ says Rollinson.

‘We have taken the vision statement of Shell Renewables and combined it with the shell umbrella brand identity to create something unique, without going too far by creating an entirely new brand.

‘We needed to express the personality of the Shell Renewables brand. We are currently in the implementation phase of the project,’ he adds.

The consultancy was appointed to the project this month after it was approached by Shell Renewables and asked to present written proposals and credentials as part of a non-competitive pitch.