Shell Escape Key Visual
Background
Shell Escape is Shell’s Loyalty program that allows you to earn Escape points each time you pump petrol or purchase products from our Select stores. Items can be redeemed with the points you have accumulated.
Quest
To revitalize the look and feel of the program together with refresh of some CVP elements addressing findings from the Loyalty Market Assessment.
Phase 1: Development of Creative Concept (Key Visual Refresh)
Phase 2: Adaptation of approved creative concepts into Shell Escape assets
Phase 3: Production of Shell Escape assets
3 concepts
To build an emotional connection with members, letting customers knows that Shell treats them as a “For customer” perspective, and revolves around what we can give or reward the customers. As Shell has a strong figure branding, we want to make it a softer and more customer-centric image. I’ve have personally illustrated 3 visual directions that could represent the concept.
Interpretations
From the initial concepts created, option 3 was selected by the team. From there, I illustrated 3 different options to show how it can interpreted as the final version.
Final key visual
Also executed the key final visual, small touchups by third party.
