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Introducing Shell's new digital brand experience
18 March 2015 12:18pm
Radley Yeldar has collaborated with Shell - one of the world's leading energy firms - to co-create a new design system for the global rollout of Shell websites. Shell is piloting the system with its UK site, which is now live in beta: http://beta.shell.co.uk
In 2013, Shell established its ambition to be the 'most innovative energy company in the field of digital'. To reach this goal, Shell wanted to review where it was, how it compared to competitors and what else was possible. In short, Shell wanted to take a detailed view across their entire digital presence and develop a unified experience to serve all its stakeholders.
Radley Yeldar was commissioned to gather insights from across all of Shell's web properties: from corporate to retail sites, campaigns to B2B sites, social to apps - even employee sites. The initial strategic insight project delivered consolidated thinking on how Shell could best develop its future digital output.
The key areas of focus that Radley Yeldar looked at for the second phase of the project were: Insight, Content, User Experience, Visual Identity and Technology. The Radley Yeldar team then worked with Shell to develop detailed tool kits and frameworks for completing these workstreams. The aim was to empower Shell to tell a consistent and compelling message across its websites eco-system to create the best experience possible by pushing innovation within these six areas of focus. The overall approach is starting to unlock a new way of thinking and a brand new innovative approach to digital communication within Shell.
Richard Coope, Digital Director at Radley Yeldar, says: "We are proud to work in partnership with Shell on this pilot project. Shell has been a supportive partner encouraging the RY team to innovate and keep the user front and centre in our minds. We are pleased to have helped to create a digital toolkit that works across devices and enables Shell to present its content in new and dynamic ways. We look forward to the next chapter".
The new, fully responsive beta website launched today is the culmination of two-year collaboration between Radley Yeldar and Shell and is the first site to use the new design system for Shell websites.
Shell is encouraging feedback on its beta site via the feedback form or its social channels in order to improve the experience for its customers. Find out more about the project here.