Leading Global Brands
Over my career within Shell Global Retail Marketing, I led global brand development, visual identity and customer experience programmes across one of the world’s largest retail networks.
Working alongside internationally recognised design consultancies, I directed projects spanning retail environments, visual identity systems, packaging, customer experience and brand communications, shaping how one of the world’s most recognised brands is experienced across thousands of customer touchpoints.
Retail Visual Identity Evolution
Context
Shell’s retail visual identity required a comprehensive evolution to strengthen brand consistency, improve customer recognition and create a contemporary retail experience across one of the world’s largest service station networks. The programme encompassed every customer-facing touchpoint, from site architecture and signage to forecourt, shop and convenience formats.
My Role
- Defined the strategic brief for the evolution of the global retail visual identity.
- Partnered with Conran Design Group throughout the creative development process, providing strategic direction and ensuring alignment with Shell’s brand objectives.
- Coordinated global stakeholder engagement across marketing, retail and business leadership teams.
- Established governance principles and implementation standards to support consistent deployment across international markets.
Outcome
The programme delivered a refreshed global retail identity implemented across thousands of service stations worldwide, creating a more consistent and recognisable customer experience while establishing a scalable visual identity system for future retail developments.
Creative Partner
Conran Design Group
New Generation Shop Concept
Context
Shell set out to redefine the role of the service station shop, transforming it from a traditional convenience offer into a contemporary retail destination. The objective was to create a scalable concept that reflected changing customer expectations while strengthening the overall Shell retail experience.
My Role
- Defined the strategic design brief and customer proposition
- Led collaboration with the creative agency throughout concept development
- Coordinated global stakeholder alignment
- Guided the development of retail design standards and implementation principles
Outcome
The project introduced a new generation retail concept that modernised the in-store experience, strengthened brand consistency and established a flexible framework for future retail developments across international markets.
Creative Partner
Conran Design Group
Retail Uniform Programme
Context
Retail staff are among the most visible ambassadors of a brand. Shell developed a new global uniform programme to create a contemporary, recognisable and practical identity for frontline employees while reinforcing a consistent customer experience across international markets.
My Role
- Defined the strategic brief for the global retail uniform programme.
- Guided the creative development in collaboration with Brandon/Puma, balancing brand expression with operational requirements.
- Coordinated alignment between retail operations, marketing and regional stakeholders.
- Developed implementation guidelines to ensure consistent adoption across Shell’s global retail network.
Outcome
The programme introduced a globally consistent retail uniform system adopted across Shell’s international service station network, strengthening brand recognition and enhancing one of the company’s most important customer touchpoints.
Creative Partner
Brandon/Puma
Smiling Stars Recognition Programme
Context
Delivering a consistent customer experience depends on engaged frontline teams. Shell developed a global recognition programme to celebrate excellence in customer service while reinforcing the behaviours that defined the retail brand.
My Role
- Developed the programme strategy and brand identity across four global events in Rome, Cape Town, Barcelona and Beijing.
- Directed collaboration with creative partners
- Coordinated global implementation across international markets
- Led communication and stakeholder engagement activities
Outcome
The programme created a powerful platform for employee recognition, strengthening customer service culture while reinforcing the values and behaviours associated with the Shell retail brand worldwide.
Creative Partner
Imagination
Shell V-Power Premium Fuels Brand Activation
Context
The launch of Shell Premium Fuels in Italy marked the first introduction of differentiated fuels in the Italian retail fuels market, giving Shell a first-mover advantage in Europe. The programme also became a reference point for Shell globally, shaping the company’s subsequent retail fuels marketing strategy. The initiative was further strengthened by a competitive landscape response in the following years, as rival brands introduced similar premium fuel propositions.
My Role
- Acted as Project Manager leading the full end-to-end launch programme
- Developed the consumer insight base and supported the definition of the brand proposition
- Coordinated product quality assurance processes and supply chain setup to ensure readiness at launch
- Led the integrated marketing activation programme, including above- and below-the-line communications, promotional campaigns, PR, launch events, product demonstrations and sponsorship activity
- Managed strategic partnerships, including leveraging endorsement through Ferrari Formula 1 Team collaborations
- Oversaw stakeholder alignment across marketing, operations, and external agency partners
Outcome
The launch established Shell as the most advanced fuel retailer in Italy and strengthened its premium brand positioning within a highly competitive market. It delivered strong commercial performance in the following years and created a clear differentiation for Shell, reinforcing both brand preference and long-term business value.
Creative Partner
JWT/Burson Marsteller
Shell Car Care Packaging Redesign
Context
Consumer research across European markets revealed that the breadth of the Shell Car Care range, while comprehensive, made product selection difficult for customers. A packaging redesign programme was initiated to simplify navigation, improve communication of product benefits, and strengthen the overall brand identity across one of the industry’s most extensive car care portfolios.
My Role
- Led the European packaging redesign programme in collaboration with Shell’s licensing partner Carix
- Defined the design brief based on consumer research and brand strategy objectives
- Directed the development of a new packaging architecture to improve product navigation across the range
- Managed collaboration with the creative agency and cross-functional stakeholders throughout the design and implementation process
- Ensured the new identity consistently communicated product benefits while reinforcing the Shell retail brand
Outcome
The redesigned packaging introduced a contemporary and distinctive visual identity, using an iconic road graphic to unify the portfolio while clearly differentiating product sub-ranges through colour, shape and texture. The new design improved shelf navigation, communicated product benefits more effectively, and strengthened the overall perception of the Shell Car Care brand across European markets.
Creative Partner
Blue Marlin