Client
Shell
Role
Designer + Artworker
Platform
Omnichannel marketing
Shell Recharge was created to support Shell’s transition to sustainable energy by expanding its electric vehicle (EV) charging network. This campaign served as a soft launch, with the primary goal of starting the conversation around Shell’s entry into the EV space. As a graphic designer and artworker on the internal team, I was responsible for producing digital campaign assets that were visually aligned with Shell’s brand while supporting a clean, accessible user experience. Working across multiple formats – from web to social to display – I ensured every asset communicated Shell Recharge’s messaging clearly, effectively, and consistently across channels.
Tools:
As this was a soft launch, the main objective was to spark awareness and generate conversation around Shell Recharge. The key challenge in this project was raising awareness of Shell Recharge’s EV offering among traditional drivers while positioning Shell as a credible player in the sustainability space. Many users were still unfamiliar with EVs and required guidance on how to find and use charging stations. The campaign needed to educate, engage, and convert – all while maintaining strict brand standards and delivering polished creative across all formats.
We addressed these challenges through a visually bold and cohesive design system that extended Shell’s core identity into the EV space. I created adaptable assets that retained visual clarity across sizes and formats, from animated banners to social media tiles. All creative adhered to Shell’s brand guidelines while promoting Shell Recharge’s key messages with consistency and visual impact.
Positioned as a soft launch, the campaign focused on building trust and visibility rather than driving immediate conversions. The creative needed to reflect Shell’s move into electric mobility with a forward-thinking tone, while remaining recognisably on brand. My role was to artwork a wide range of assets that introduced Shell Recharge in a way that was clean, engaging, and informative. Visual consistency, clarity, and an approachable aesthetic were key to encouraging interest and starting meaningful conversations about EV adoption.
Campaign landing page
Landing page graphics were artworked to align with the campaign tone and ensure visual consistency across all digital assets. Messaging remained clear and benefit-focused, guiding users toward Shell Recharge station tools and information.
Animated digital banners
A suite of animated banners was created in multiple sizes, each featuring concise messaging and brand-aligned visuals designed to attract attention and drive traffic to the campaign landing page.
I applied Shell’s brand guidelines while introducing fresh elements that signalled innovation. The aesthetic was bold and simple — using large imagery, generous spacing, and crisp typography. Colour, layout, and iconography were used carefully to support hierarchy and reinforce the campaign’s key themes around accessibility, convenience, and environmental impact.
Static and animated assets were designed for Instagram, Facebook, and Twitter, each tailored to fit platform-specific formats and behaviours. Clear messaging, bold visuals, and consistent branding helped increase engagement while directing users to learn more about Shell Recharge.
Social media engagement
Media response
The campaign helped increase brand visibility and adoption of Shell Recharge across target markets. Post-launch, website traffic rose significantly, and user interactions with the charging station locator grew steadily. Shell Recharge’s network now includes over 100,000 DC fast chargers, with access to more than 750,000 charging points globally through Shell and its partners. By delivering clear, on-brand, high-quality assets, I supported Shell’s goal to lead the transition to cleaner mobility.
This project was a rewarding opportunity to contribute to Shell Recharge’s sustainability mission through design. I enjoyed creating consistent, engaging visuals that helped bring the campaign to life across multiple platforms. It was a fast-paced project that required precision and adaptability, and I’m proud of the polished, cohesive output we achieved as a team.
