GLOBAL BRAND GOVERNANCE | SHELL TAPUP
We made a growing service feel like one brand.
I created the global guide, templates and quality control process used to keep Shell TapUp consistent across international teams and markets.
THE SCOPE
Global branding and quality assurance systems.
THE ROLE
Brand-standard and QA system author
THE QUALITY
Zero production-error press rejections
THE BONUS
Teams worldwide could run with it without having to reinvent the wheel.
THE WIN
Shell TapUp could grow across markets without losing control of the brand.
THE BRIEF
Give a growing mobile-fueling service a practical, scalable system that different teams could use without losing the brand.
WHAT I OWNED
A global brand guide with a template focus, production standards, quality assurance and consistency.
THE SYSTEM
Clear rules for hierarchy, messaging, imagery and execution, built in collaboration with the Netherlands team.
Please, please,
come closer. Too close. A little too close.
Enjoy some piping hot tea.
