Chevron

Project Description

When one of the world’s largest petroleum companies wants to save some trees and socialize more, you jump at the chance to help them.

Chevron’s original printed image guideline manuals were so thick and cumbersome, that the company internally referred to them as The Phone Books. These unwieldy manuals were distributed globally, were a beast to keep up-to-date across Chevron’s multiple retail brands, were extremely costly to print, and wasted valuable natural resources.

We created an extranet portal that allows Chevron employees, retailers, and global franchisees to access information from a vast resource library, quickly and easily. Photos, documents, brand assets, guideline pages, sections, or entire manuals can be viewed, or downloaded as dynamically generated PDF files.

Efficiency, waste, and global access to information were vastly improved as a result, reinforcing the idea that huge, global corporations can indeed be sensitive to their effect on the planet.

And in order to increase Chevron’s engagement with the public, we were tasked with researching how huge, multinational corporations were using social media across the globe. This project was particularly enlightening as we discovered that major players such as Shell and Maersk were dominating the social landscape, were enjoying substantial public relations benefits from it, and were making inroads into significant social markets such as China and Russia who maintain their own networks independent of the likes of Facebook and Twitter.

This allowed Chevron to have a better understanding of how the public now chooses to engage with large companies, rather than the outdated model of brands shoehorning their messages and PR into what they think people want to hear.