Threaded through Shell’s DNA
The visual identity is built around a system of threads, expressing the idea that the Code is woven into the fabric of Shell. It lives in behaviours, actions, words and everyday moments, shaping how people show up across the organisation. These threads connect how Shell operates, cares and works into a single, unified Code.
Our design team began by hand-drawing the threads, before our 3D designers developed them further, adding texture and depth to create assets that felt tangible and real.
In motion, the system came fully to life, with threads ...
Threaded through Shell’s DNA
The visual identity is built around a system of threads, expressing the idea that the Code is woven into the fabric of Shell. It lives in behaviours, actions, words and everyday moments, shaping how people show up across the organisation. These threads connect how Shell operates, cares and works into a single, unified Code.
Our design team began by hand-drawing the threads, before our 3D designers developed them further, adding texture and depth to create assets that felt tangible and real.
In motion, the system came fully to life, with threads weaving and braiding in dynamic movement.
Crafting the code
With our visual identity in place, we started creating the full Code of Conduct.
Without changing any of the core content, we worked with the Shell project team to form a structure to the document, grouping related areas to create a more intuitive journey: ‘This is us’, ‘This is how we care’ and ‘This is how we operate’.
We used threads throughout layouts to express both simplicity and connection. Individual lines represented single standards; woven together, they formed our themes. Icons were stitched together using a material texture.
By creating an intentional and cohesive visual identity, the Code of Conduct was elevated beyond its original form. The final document felt considered and human centered, far from a corporate document or report.
Launching and embedding
To support the global launch, we developed a suite of internal assets, from Teams backgrounds to presentation templates and web banners, giving employees the tools to show their commitment to the Code. An animated banner, with threads forming into a helix-like shape, took pride of place on Shell’s ‘Hub’ intranet.
Off the back of our work together, Shell has launched an app to support employees in applying the Code in their day-to-day work.
Shell now has a shared global standard, clear, relevant, and designed to guide how people work every day, alongside a modern, practical way to bring it to life. Code, cracked.
