Shell Energy North America

Amping up Shell’s energy transition story


A more than 20-year old business unit, Shell Energy North America looked to reshape perception as an oil company to a holistic energy company with a significant renewables portfolio.

We were tasked with carving out a unique identity and positioning for the North American business arm of Shell Energy, communicating their important role in an evolving energy landscape with a focus on electricity, renewables, efficiency solutions, and environmental products.

Although our original scope of work was contained to the United States and Canada, we have since developed Shell Energy B2B Brand Guidelines to be implemented globally and have been asked to apply our knowledge base to overseas markets.


  • Workshop facilitation
  • Brand strategy & messaging
  • Visual identity
  • Website design & copywriting
  • Marketing materials


Workshop Facilitation

Strut facilitated a discovery workshop and follow-up interviews with Shell Energy Subject Matter Experts from across the US, Canada, and Europe. This provided insights into similarities and differences between customer segments and product offerings by region, and became the foundation for developing the brand strategy.


Brand Strategy & Visual Identity

The challenge was to create a unique identity for SENA within Shell’s global brand while complementing the Shell Energy consumer brand in Europe. Overall, the brand and messaging had to reposition Shell as more than an oil company and retail gas stations, and convey their story as a major supplier of electricity and growing player in the renewables space.


Website Design & Copywriting

Drawing from Shell’s web page template library, we assembled building blocks to tell the Shell Energy story and create opportunities to connect with potential customers. For instances in which templates didn’t allow for the desired functionality or user path, we employed i-frames to present information in a more interactive way.


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