Rebranding an Institution
Creative Director, Copywriter
It's the 21st Century. Energy is evolving. I helped build the voice that let the world's biggest oil company evolve with it.
The Setup
Evolving the language of a 150-year-old energy company can feel a bit like pushing a boulder through an oil field. The industry is extremely technical, highly scientific, and heavily regulated. There’s a huge segment of the population that doesn’t get all the tech and science that goes into the industry, and even if they did, they wouldn't like it.
The Impact
Turning research into a destination.
For press and public alike, Renewable Fuels hub became one of the highest-trafficked destinations on Chevron.com
A story-first brand voice.
Focused, relatable, easy-to-read, easy-to-define. Most importantly, scalable.
Information meets humanity.
Tech doesn’t sell on its own. Research-heavy content became a story-led brand system.
The Proof
Chevron | Renewable Fuels Walkthrough