The Challenge

At Edelman, Shell Energy wanted to change perceptions; from a basic utility provider to a smart, future centered brand. They needed to stand out in a crowded category, while keeping things accessible and familiar.

My Approach

I developed a bold, flexible identity system that felt confident but human. Visuals were simplified, copy was conversational, and everything was designed to feel both forward-thinking and warm in order to help Shell Energy connect on a more personal level.