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.

Give a growing mobile-fueling service a practical, scalable system that different teams could use without losing the brand.

A global brand guide with a template focus, production standards, quality assurance and consistency.

Clear rules for hierarchy, messaging, imagery and execution, built in collaboration with the Netherlands team.

Too close! A little too close.

Next project - Shell

Fourteen templates using one unmistakably Shell system.

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