{"id":127,"date":"2025-06-01T18:09:15","date_gmt":"2025-06-01T18:09:15","guid":{"rendered":"https:\/\/www.studioelevate.it\/?p=127"},"modified":"2026-07-08T08:06:18","modified_gmt":"2026-07-08T08:06:18","slug":"shaping-brands-with-clarity-and-purpose","status":"publish","type":"post","link":"https:\/\/www.studioelevate.it\/it\/2025\/06\/01\/shaping-brands-with-clarity-and-purpose\/","title":{"rendered":"Leading Global Brands"},"content":{"rendered":"<div data-elementor-type=\"wp-post\" data-elementor-id=\"127\" class=\"elementor elementor-127\" data-elementor-post-type=\"post\">\n\t\t\t\t<div class=\"elementor-element elementor-element-dd79309 e-flex e-con-boxed e-con e-parent\" data-id=\"dd79309\" data-element_type=\"container\" data-e-type=\"container\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t<div class=\"elementor-element elementor-element-0749957 e-con-full e-flex e-con e-child\" data-id=\"0749957\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-72f9679 elementor-widget elementor-widget-theme-site-logo elementor-widget-image\" data-id=\"72f9679\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"theme-site-logo.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t<a href=\"https:\/\/www.studioelevate.it\/it\/home\/\">\n\t\t\t<img decoding=\"async\" src=\"https:\/\/www.studioelevate.it\/wp-content\/uploads\/2025\/05\/FT-studioelevate-logo-landscape-copy.svg\" class=\"attachment-full size-full wp-image-473\" alt=\"\" \/>\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-cb27874 e-con-full e-flex e-con e-child\" data-id=\"cb27874\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-94422cb elementor-nav-menu__align-end elementor-nav-menu--stretch elementor-nav-menu__text-align-center elementor-nav-menu--dropdown-tablet elementor-nav-menu--toggle elementor-nav-menu--burger elementor-widget elementor-widget-nav-menu\" data-id=\"94422cb\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;full_width&quot;:&quot;stretch&quot;,&quot;layout&quot;:&quot;horizontal&quot;,&quot;submenu_icon&quot;:{&quot;value&quot;:&quot;&lt;svg class=\\&quot;e-font-icon-svg e-fas-caret-down\\&quot; 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color: #000000;\">Over my career within Shell Global Retail Marketing, I led global brand development, visual identity and customer experience programmes across one of the world\u2019s largest retail networks.<\/p><p class=\"p1\" style=\"caret-color: #000000; color: #000000;\">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\u2019s most recognised brands is experienced across thousands of customer touchpoints.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-62ea6c0 e-flex e-con-boxed e-con e-parent\" data-id=\"62ea6c0\" data-element_type=\"container\" data-e-type=\"container\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-621063b elementor-widget elementor-widget-heading\" data-id=\"621063b\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Retail Visual Identity Evolution<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-38eeed9 elementor-widget elementor-widget-image\" data-id=\"38eeed9\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<a href=\"https:\/\/www.studioelevate.it\/wp-content\/uploads\/2025\/06\/Screenshot-2026-06-27-at-13.00.00.png\" data-elementor-open-lightbox=\"yes\" data-e-action-hash=\"#elementor-action%3Aaction%3Dlightbox%26settings%3DeyJpZCI6NTI1LCJ1cmwiOiJodHRwczpcL1wvd3d3LnN0dWRpb2VsZXZhdGUuaXRcL3dwLWNvbnRlbnRcL3VwbG9hZHNcLzIwMjVcLzA2XC9TY3JlZW5zaG90LTIwMjYtMDYtMjctYXQtMTMuMDAuMDAucG5nIn0%3D\">\n\t\t\t\t\t\t\t<img fetchpriority=\"high\" decoding=\"async\" width=\"768\" height=\"625\" src=\"https:\/\/www.studioelevate.it\/wp-content\/uploads\/2025\/06\/Screenshot-2026-06-27-at-13.00.00-768x625.png\" class=\"attachment-medium_large size-medium_large wp-image-525\" alt=\"\" srcset=\"https:\/\/www.studioelevate.it\/wp-content\/uploads\/2025\/06\/Screenshot-2026-06-27-at-13.00.00-768x625.png 768w, https:\/\/www.studioelevate.it\/wp-content\/uploads\/2025\/06\/Screenshot-2026-06-27-at-13.00.00-300x244.png 300w, https:\/\/www.studioelevate.it\/wp-content\/uploads\/2025\/06\/Screenshot-2026-06-27-at-13.00.00-15x12.png 15w, https:\/\/www.studioelevate.it\/wp-content\/uploads\/2025\/06\/Screenshot-2026-06-27-at-13.00.00.png 859w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-ef5c9c8 elementor-widget__width-initial elementor-widget elementor-widget-text-editor\" data-id=\"ef5c9c8\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<h4><span class=\"s1\"><b>Context<\/b><\/span><\/h4><p class=\"p2\">Shell\u2019s 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\u2019s largest service station networks. The programme encompassed every customer-facing touchpoint, from site architecture and signage to forecourt, shop and convenience formats.<\/p><h4><span class=\"s1\"><b>My Role<\/b><\/span><\/h4><ul><li class=\"p2\">Defined the strategic brief for the evolution of the global retail visual identity.<\/li><li class=\"p2\">Partnered with Conran Design Group throughout the creative development process, providing strategic direction and ensuring alignment with Shell\u2019s brand objectives.<\/li><li class=\"p2\"><span style=\"font-size: 1em; text-align: var(--text-align);\">Coordinated global stakeholder engagement across marketing, retail and business leadership teams.<\/span><\/li><li class=\"p2\">Established governance principles and implementation standards to support consistent deployment across international markets.<\/li><\/ul><h4><span class=\"s1\"><b>Outcome<\/b><\/span><\/h4><p class=\"p2\">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.<\/p><h4><span class=\"s1\"><b>Creative Partner<\/b><\/span><\/h4><p class=\"p3\">Conran Design Group<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-87c2e7e e-flex e-con-boxed e-con e-parent\" data-id=\"87c2e7e\" data-element_type=\"container\" data-e-type=\"container\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t<div class=\"elementor-element elementor-element-dacf0ec e-con-full e-flex e-con e-child\" data-id=\"dacf0ec\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-e577bd0 elementor-widget elementor-widget-heading\" data-id=\"e577bd0\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">New Generation Shop Concept<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-50f8b0c elementor-widget elementor-widget-image\" data-id=\"50f8b0c\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<a href=\"https:\/\/www.studioelevate.it\/wp-content\/uploads\/2025\/06\/shop-formats-and-deli2go.png\" data-elementor-open-lightbox=\"yes\" data-e-action-hash=\"#elementor-action%3Aaction%3Dlightbox%26settings%3DeyJpZCI6NTQxLCJ1cmwiOiJodHRwczpcL1wvd3d3LnN0dWRpb2VsZXZhdGUuaXRcL3dwLWNvbnRlbnRcL3VwbG9hZHNcLzIwMjVcLzA2XC9zaG9wLWZvcm1hdHMtYW5kLWRlbGkyZ28ucG5nIn0%3D\">\n\t\t\t\t\t\t\t<img decoding=\"async\" width=\"800\" height=\"536\" src=\"https:\/\/www.studioelevate.it\/wp-content\/uploads\/2025\/06\/shop-formats-and-deli2go.png\" class=\"attachment-large size-large wp-image-541\" alt=\"\" srcset=\"https:\/\/www.studioelevate.it\/wp-content\/uploads\/2025\/06\/shop-formats-and-deli2go.png 1004w, https:\/\/www.studioelevate.it\/wp-content\/uploads\/2025\/06\/shop-formats-and-deli2go-300x201.png 300w, https:\/\/www.studioelevate.it\/wp-content\/uploads\/2025\/06\/shop-formats-and-deli2go-768x515.png 768w, https:\/\/www.studioelevate.it\/wp-content\/uploads\/2025\/06\/shop-formats-and-deli2go-18x12.png 18w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/>\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-eb42dd4 elementor-widget elementor-widget-text-editor\" data-id=\"eb42dd4\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<h4 style=\"caret-color: #000000; color: #000000;\"><span class=\"s1\"><b>Context<\/b><\/span><\/h4><p class=\"p2\" style=\"caret-color: #000000; color: #000000;\">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.<\/p><h4 style=\"caret-color: #000000; color: #000000;\"><span class=\"s1\"><b>My Role<\/b><\/span><\/h4><ul><li class=\"p2\" style=\"caret-color: #000000; color: #000000;\">Defined the strategic design brief and customer proposition<\/li><li class=\"p2\" style=\"caret-color: #000000; color: #000000;\">Led collaboration with the creative agency throughout concept development<\/li><li class=\"p2\" style=\"caret-color: #000000; color: #000000;\">Coordinated global stakeholder alignment<\/li><li class=\"p2\" style=\"caret-color: #000000; color: #000000;\">Guided the development of retail design standards and implementation principles<\/li><\/ul><h4 style=\"caret-color: #000000; color: #000000;\"><span class=\"s1\"><b>Outcome<\/b><\/span><\/h4><p class=\"p2\" style=\"caret-color: #000000; color: #000000;\">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.<\/p><h4 style=\"caret-color: #000000; color: #000000;\"><span class=\"s1\"><b>Creative Partner<\/b><\/span><\/h4><p class=\"p2\" style=\"caret-color: #000000; color: #000000;\">Conran Design Group<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-429a2f5 e-flex e-con-boxed e-con e-parent\" data-id=\"429a2f5\" data-element_type=\"container\" data-e-type=\"container\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-d01b6d6 elementor-widget elementor-widget-heading\" data-id=\"d01b6d6\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Retail Uniform Programme<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-491b1c4 elementor-widget elementor-widget-image\" data-id=\"491b1c4\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<a href=\"https:\/\/www.studioelevate.it\/wp-content\/uploads\/2025\/06\/uniform-project-hero-image.png\" data-elementor-open-lightbox=\"yes\" data-e-action-hash=\"#elementor-action%3Aaction%3Dlightbox%26settings%3DeyJpZCI6NTQzLCJ1cmwiOiJodHRwczpcL1wvd3d3LnN0dWRpb2VsZXZhdGUuaXRcL3dwLWNvbnRlbnRcL3VwbG9hZHNcLzIwMjVcLzA2XC91bmlmb3JtLXByb2plY3QtaGVyby1pbWFnZS5wbmcifQ%3D%3D\">\n\t\t\t\t\t\t\t<img decoding=\"async\" width=\"800\" height=\"545\" src=\"https:\/\/www.studioelevate.it\/wp-content\/uploads\/2025\/06\/uniform-project-hero-image.png\" class=\"attachment-large size-large wp-image-543\" alt=\"\" srcset=\"https:\/\/www.studioelevate.it\/wp-content\/uploads\/2025\/06\/uniform-project-hero-image.png 855w, https:\/\/www.studioelevate.it\/wp-content\/uploads\/2025\/06\/uniform-project-hero-image-300x205.png 300w, https:\/\/www.studioelevate.it\/wp-content\/uploads\/2025\/06\/uniform-project-hero-image-768x524.png 768w, https:\/\/www.studioelevate.it\/wp-content\/uploads\/2025\/06\/uniform-project-hero-image-18x12.png 18w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/>\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-df3e978 elementor-widget elementor-widget-text-editor\" data-id=\"df3e978\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<h4><span class=\"s1\"><b>Context<\/b><\/span><\/h4><p class=\"p2\">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.<\/p><h4><span class=\"s1\"><b>My Role<\/b><\/span><\/h4><ul><li class=\"p2\">Defined the strategic brief for the global retail uniform programme.<\/li><li class=\"p2\"><span style=\"font-size: 1em; text-align: var(--text-align);\">Guided the creative development in collaboration with Brandon\/Puma, balancing brand expression with operational requirements.<\/span><\/li><li class=\"p2\"><span style=\"font-size: 1em; text-align: var(--text-align);\">Coordinated alignment between retail operations, marketing and regional stakeholders.<\/span><\/li><li class=\"p2\"><span style=\"font-size: 1em; text-align: var(--text-align);\">Developed implementation guidelines to ensure consistent adoption across Shell\u2019s global retail network.<\/span><\/li><\/ul><h4><span class=\"s1\"><b>Outcome<\/b><\/span><\/h4><p class=\"p2\">The programme introduced a globally consistent retail uniform system adopted across Shell\u2019s international service station network, strengthening brand recognition and enhancing one of the company\u2019s most important customer touchpoints.<\/p><h4><span class=\"s1\"><b>Creative Partner<\/b><\/span><\/h4><p class=\"p3\">Brandon\/Puma<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-2899dd5 e-flex e-con-boxed e-con e-parent\" data-id=\"2899dd5\" data-element_type=\"container\" data-e-type=\"container\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-31a0b08 elementor-widget elementor-widget-heading\" data-id=\"31a0b08\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Smiling Stars Recognition Programme<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-96f749c elementor-widget elementor-widget-image\" data-id=\"96f749c\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<a href=\"https:\/\/www.studioelevate.it\/wp-content\/uploads\/2025\/06\/smiling-stars-hero-image.png\" data-elementor-open-lightbox=\"yes\" data-e-action-hash=\"#elementor-action%3Aaction%3Dlightbox%26settings%3DeyJpZCI6NTQ0LCJ1cmwiOiJodHRwczpcL1wvd3d3LnN0dWRpb2VsZXZhdGUuaXRcL3dwLWNvbnRlbnRcL3VwbG9hZHNcLzIwMjVcLzA2XC9zbWlsaW5nLXN0YXJzLWhlcm8taW1hZ2UucG5nIn0%3D\">\n\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"481\" src=\"https:\/\/www.studioelevate.it\/wp-content\/uploads\/2025\/06\/smiling-stars-hero-image.png\" class=\"attachment-large size-large wp-image-544\" alt=\"\" srcset=\"https:\/\/www.studioelevate.it\/wp-content\/uploads\/2025\/06\/smiling-stars-hero-image.png 1022w, https:\/\/www.studioelevate.it\/wp-content\/uploads\/2025\/06\/smiling-stars-hero-image-300x180.png 300w, https:\/\/www.studioelevate.it\/wp-content\/uploads\/2025\/06\/smiling-stars-hero-image-768x461.png 768w, https:\/\/www.studioelevate.it\/wp-content\/uploads\/2025\/06\/smiling-stars-hero-image-18x12.png 18w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/>\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-6ee64af elementor-widget elementor-widget-text-editor\" data-id=\"6ee64af\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<h4><span class=\"s1\"><b>Context<\/b><\/span><\/h4><p class=\"p2\">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.<\/p><h4><span class=\"s1\"><b>My Role<\/b><\/span><\/h4><ul><li class=\"p2\">Developed the programme strategy and brand identity across four global events in Rome, Cape Town, Barcelona and Beijing.<\/li><li class=\"p2\">Directed collaboration with creative partners<\/li><li class=\"p2\">Coordinated global implementation across international markets<\/li><li class=\"p2\">Led communication and stakeholder engagement activities<\/li><\/ul><h4><span class=\"s1\"><b>Outcome<\/b><\/span><\/h4><p class=\"p2\">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.<\/p><h4><span class=\"s1\"><b>Creative Partner<\/b><\/span><\/h4><p class=\"p2\">Imagination<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-927f151 e-flex e-con-boxed e-con e-parent\" data-id=\"927f151\" data-element_type=\"container\" data-e-type=\"container\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-98f87c4 elementor-widget elementor-widget-heading\" data-id=\"98f87c4\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Shell V-Power Premium Fuels Brand Activation<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-9067624 elementor-widget elementor-widget-image\" data-id=\"9067624\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<a href=\"https:\/\/www.studioelevate.it\/wp-content\/uploads\/2025\/06\/vPower-project-hero-image.png\" data-elementor-open-lightbox=\"yes\" data-e-action-hash=\"#elementor-action%3Aaction%3Dlightbox%26settings%3DeyJpZCI6NTQ1LCJ1cmwiOiJodHRwczpcL1wvd3d3LnN0dWRpb2VsZXZhdGUuaXRcL3dwLWNvbnRlbnRcL3VwbG9hZHNcLzIwMjVcLzA2XC92UG93ZXItcHJvamVjdC1oZXJvLWltYWdlLnBuZyJ9\">\n\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"539\" src=\"https:\/\/www.studioelevate.it\/wp-content\/uploads\/2025\/06\/vPower-project-hero-image.png\" class=\"attachment-large size-large wp-image-545\" alt=\"\" srcset=\"https:\/\/www.studioelevate.it\/wp-content\/uploads\/2025\/06\/vPower-project-hero-image.png 920w, https:\/\/www.studioelevate.it\/wp-content\/uploads\/2025\/06\/vPower-project-hero-image-300x202.png 300w, https:\/\/www.studioelevate.it\/wp-content\/uploads\/2025\/06\/vPower-project-hero-image-768x518.png 768w, https:\/\/www.studioelevate.it\/wp-content\/uploads\/2025\/06\/vPower-project-hero-image-18x12.png 18w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/>\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-e66f994 elementor-widget elementor-widget-text-editor\" data-id=\"e66f994\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<h4><span class=\"s1\"><b>Context<\/b><\/span><\/h4><p class=\"p2\">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\u2019s 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.<\/p><h4><span class=\"s1\"><b>My Role<\/b><\/span><\/h4><ul><li class=\"p2\">Acted as Project Manager leading the full end-to-end launch programme<\/li><li class=\"p2\">Developed the consumer insight base and supported the definition of the brand proposition<\/li><li class=\"p2\">Coordinated product quality assurance processes and supply chain setup to ensure readiness at launch<\/li><li class=\"p2\">Led the integrated marketing activation programme, including above- and below-the-line communications, promotional campaigns, PR, launch events, product demonstrations and sponsorship activity<\/li><li class=\"p2\">Managed strategic partnerships, including leveraging endorsement through Ferrari Formula 1 Team collaborations<\/li><li class=\"p2\">Oversaw stakeholder alignment across marketing, operations, and external agency partners<\/li><\/ul><h4><span class=\"s1\"><b>Outcome<\/b><\/span><\/h4><p class=\"p2\">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.<\/p><h4><span class=\"s1\"><b>Creative Partner<\/b><\/span><\/h4><p class=\"p2\">JWT\/Burson Marsteller<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-91a5baf e-flex e-con-boxed e-con e-parent\" data-id=\"91a5baf\" data-element_type=\"container\" data-e-type=\"container\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-6151fce elementor-widget elementor-widget-heading\" data-id=\"6151fce\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Shell Car Care Packaging Redesign<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-d7192a8 elementor-widget elementor-widget-image\" data-id=\"d7192a8\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<a href=\"https:\/\/www.studioelevate.it\/wp-content\/uploads\/2025\/06\/Car-care-packaging-hero-image.png\" data-elementor-open-lightbox=\"yes\" data-e-action-hash=\"#elementor-action%3Aaction%3Dlightbox%26settings%3DeyJpZCI6NTcyLCJ1cmwiOiJodHRwczpcL1wvd3d3LnN0dWRpb2VsZXZhdGUuaXRcL3dwLWNvbnRlbnRcL3VwbG9hZHNcLzIwMjVcLzA2XC9DYXItY2FyZS1wYWNrYWdpbmctaGVyby1pbWFnZS5wbmcifQ%3D%3D\">\n\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"568\" height=\"762\" src=\"https:\/\/www.studioelevate.it\/wp-content\/uploads\/2025\/06\/Car-care-packaging-hero-image.png\" class=\"attachment-large size-large wp-image-572\" alt=\"\" srcset=\"https:\/\/www.studioelevate.it\/wp-content\/uploads\/2025\/06\/Car-care-packaging-hero-image.png 568w, https:\/\/www.studioelevate.it\/wp-content\/uploads\/2025\/06\/Car-care-packaging-hero-image-224x300.png 224w, https:\/\/www.studioelevate.it\/wp-content\/uploads\/2025\/06\/Car-care-packaging-hero-image-9x12.png 9w\" sizes=\"(max-width: 568px) 100vw, 568px\" \/>\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-7106406 elementor-widget elementor-widget-text-editor\" data-id=\"7106406\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<h4 style=\"caret-color: #000000; color: #000000;\"><span class=\"s1\"><b>Context<\/b><\/span><\/h4><p class=\"p2\" style=\"caret-color: #000000; color: #000000;\">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\u2019s most extensive car care portfolios.<\/p><h4 style=\"caret-color: #000000; color: #000000;\"><span class=\"s1\"><b>My Role<\/b><\/span><\/h4><ul><li class=\"p2\" style=\"caret-color: #000000; color: #000000;\">Led the European packaging redesign programme in collaboration with Shell\u2019s licensing partner Carix<\/li><li class=\"p2\" style=\"caret-color: #000000; color: #000000;\">Defined the design brief based on consumer research and brand strategy objectives<\/li><li class=\"p2\" style=\"caret-color: #000000; color: #000000;\">Directed the development of a new packaging architecture to improve product navigation across the range<\/li><li class=\"p2\" style=\"caret-color: #000000; color: #000000;\">Managed collaboration with the creative agency and cross-functional stakeholders throughout the design and implementation process<\/li><li class=\"p2\" style=\"caret-color: #000000; color: #000000;\">Ensured the new identity consistently communicated product benefits while reinforcing the Shell retail brand<\/li><\/ul><h4 style=\"caret-color: #000000; color: #000000;\"><span class=\"s1\"><b>Outcome<\/b><\/span><\/h4><p class=\"p2\" style=\"caret-color: #000000; color: #000000;\">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.<\/p><h4 style=\"caret-color: #000000; color: #000000;\"><span class=\"s1\"><b>Creative Partner<\/b><\/span><\/h4><p class=\"p2\" style=\"caret-color: #000000; color: #000000;\">Blue Marlin<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-81e5516 e-flex e-con-boxed e-con e-parent\" data-id=\"81e5516\" data-element_type=\"container\" data-e-type=\"container\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-c859d23 elementor-widget elementor-widget-button\" data-id=\"c859d23\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"button.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<div class=\"elementor-button-wrapper\">\n\t\t\t\t\t<a class=\"elementor-button elementor-button-link elementor-size-sm\" href=\"http:\/\/www.studioelevate.it\/it\/experience\/\">\n\t\t\t\t\t\t<span class=\"elementor-button-content-wrapper\">\n\t\t\t\t\t\t<span class=\"elementor-button-icon\">\n\t\t\t\t<svg aria-hidden=\"true\" class=\"e-font-icon-svg e-fas-arrow-left\" viewbox=\"0 0 448 512\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M257.5 445.1l-22.2 22.2c-9.4 9.4-24.6 9.4-33.9 0L7 273c-9.4-9.4-9.4-24.6 0-33.9L201.4 44.7c9.4-9.4 24.6-9.4 33.9 0l22.2 22.2c9.5 9.5 9.3 25-.4 34.3L136.6 216H424c13.3 0 24 10.7 24 24v32c0 13.3-10.7 24-24 24H136.6l120.5 114.8c9.8 9.3 10 24.8.4 34.3z\"><\/path><\/svg>\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t<span class=\"elementor-button-text\">BACK TO PORTFOLIO<\/span>\n\t\t\t\t\t<\/span>\n\t\t\t\t\t<\/a>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-431830e e-flex e-con-boxed e-con e-parent\" data-id=\"431830e\" data-element_type=\"container\" data-e-type=\"container\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t<div class=\"elementor-element elementor-element-76cd431 e-con-full e-flex e-con e-child\" data-id=\"76cd431\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-997ca2d elementor-widget elementor-widget-heading\" data-id=\"997ca2d\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Copyright \u00a9 2025 Studio Elevate. All rights reserved.<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>","protected":false},"excerpt":{"rendered":"<p>Abbiamo guidato l\u2019evoluzione delle piattaforme di brand per organizzazioni complesse e presenti in pi\u00f9 mercati, ridefinendo l\u2019identit\u00e0 visiva di prodotti e servizi in linea con la promessa del brand.<\/br><\/br>\nDal tone of voice alla naming architecture, abbiamo aiutato team globali ad interpretare il proprio brand con coerenza e chiarezza.<br \/>\nIl nostro lavoro ha incluso la creazione di framework per la governance del brand, il rebranding di punti vendita retail successivi a trasformazioni aziendali e la definizione del brief per lavorare con agenzie di design leader a livello mondiale nella traduzione dell\u2019intento strategico in asset potenti e riconoscibili.<br \/>\nIn ogni progetto abbiamo saputo bilanciare l\u2019approccio creativo con la rilevanza a lungo termine per il business delle soluzioni identificate.<\/p>","protected":false},"author":2,"featured_media":128,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[9],"tags":[7,8],"class_list":["post-127","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-brand-identity-and-strategic-management","tag-brand-identity-systems","tag-creative-briefing-and-design-oversight"],"_links":{"self":[{"href":"https:\/\/www.studioelevate.it\/it\/wp-json\/wp\/v2\/posts\/127","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.studioelevate.it\/it\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.studioelevate.it\/it\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.studioelevate.it\/it\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.studioelevate.it\/it\/wp-json\/wp\/v2\/comments?post=127"}],"version-history":[{"count":155,"href":"https:\/\/www.studioelevate.it\/it\/wp-json\/wp\/v2\/posts\/127\/revisions"}],"predecessor-version":[{"id":1008,"href":"https:\/\/www.studioelevate.it\/it\/wp-json\/wp\/v2\/posts\/127\/revisions\/1008"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.studioelevate.it\/it\/wp-json\/wp\/v2\/media\/128"}],"wp:attachment":[{"href":"https:\/\/www.studioelevate.it\/it\/wp-json\/wp\/v2\/media?parent=127"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.studioelevate.it\/it\/wp-json\/wp\/v2\/categories?post=127"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.studioelevate.it\/it\/wp-json\/wp\/v2\/tags?post=127"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}