Shell chemicals

Shell Chemicals Handbook

The Brief
In 1998 Shell Chemicals asked Rufus Leonard to develop a new visual language for its business, one that would capture and communicate its product diversity and global perspective. In addition Rufus Leonard were asked to redesign its key customer communication tools, their website and information hand book to reflect the new visual language.  

Our approach
After extensive worldwide customer interviews and market research, Rufus Leonard designed the 1998/99 Shell Chemicals Handbook with the aim of informing and educating its global customers, employees, researchers and the media about Shell Chemicals’ products and services. The new handbook embraced the diversity of Shell Chemical’s product range and injected a stronger sense of its brand while at the same time giving a focus on the role that petrochemicals have played throughout the 20th century. The handbook received great praise from Shell Chemicals customers and employees alike for its comprehensive content and visual engaging imagery.

In the two years that followed the publication of the 98/99 Handbook, the operating environment for chemicals companies worldwide changed dramatically and what became increasingly important to Shell’s customers was the value of its customer service. This corresponded with the bi annual production cycle of the handbook. So when Rufus Leonard were asked to design the next version of the handbook the brief was quite different.

In response the ‘ease of doing business with Shell’ was put centre stage, this single idea and the customer feedback that came from the 98/99 drove the concept. Rufus Leonard reworked the Handbook retaining some of the original structure but this time integrating it with Shell Chemicals other key business tool its website. The result was a printed document that featured greater accessibility to product information through its tabulated, ring bound format and contextulised links to more up to date information online.

The value
The Handbook has won awards in Europe and America for its clarity, functionality and efficiency. This has added a differentiating element to Shell Chemicals’ business offer and was singled out for praise by Shell’s Vice Chairman. Having the printed and online handbook work in unison as a multi-channel tool enables the company’s diverse audience groups to access relevant and current information quickly. Extending the longevity of the printed handbook has also enhanced Shell Chemicals' reputation for sustainable development and social responsibility.

Awards
Connections 2000
- Shell Chemicals website won award for 'best use of internet for b2b communications'

Communicators in Business (CiB) Communications Excellence Awards
- The Shell Handbook won the Award of Excellence in the "customer" division

Texas Public Relations Association
- Shell Chemicals Handbook 'best printed product catalog for business to business'