Shell Fleet Solutions and its heavy-duty counterpart, Commercial Road Transport operated as separate businesses within Shell.
Both offered many of the same services to the same customers, the only distinction was fleet size. Shell Fleet Solutions supported everything from mopeds to vans, while Commercial Road Transport specialised in heavy goods vehicles.
For customers, especially those managing mixed fleets, this created unnecessary complexity. Customers and prospects were contending with multiple entry points and competing messaging.
Our challenge was to bring it all together into one joined-up customer value proposition and support the Mobility team to launch globally.
A unified proposition
We started with a simple idea which became the proposition for the new Shell Fleet Solutions: One Shell for every fleet. A single place where fleet customers could manage everything, with simplicity and ease.
Creating a clear story
To support the new proposition, we developed a messaging framework positioning Shell Fleet Solutions as an all-in-one offer.
A simple three-part structure organised the full range of products and services: Your tools, Your energy and Your future. These pillars brought to life how Shell supports every aspect of fleet management, from day-to-day operations to long-term efficiency and sustainability.
The Shell Card also became a product keystone, giving all customers across all fleets access to the full Shell Fleet Solutions ecosystem.
Designed to move as one
Our challenge was to create a distinctive visual identity, while working within Shell’s established brand system and guidelines.
The solution centred on a series of directional, chevron-like panels. Subtle motion blur added a sense of energy, reinforcing ideas of efficiency, agility and forward momentum. The ‘chevron’ framework was designed to give Shell Fleet Solutions a design system with flexibility and longevity.
Launching at a global scale
With the brand narrative and identity established, we turned our focus to launch.
As with most Bowline projects, this spanned both internal and external audiences. For internal, we equipped the team with an activation guide, including assets like Teams backgrounds, email signatures, VivaEngage content, and customisable presentations.
For the external launch, we created brochures, social content and a brand video. Most were developed for a global audience, with selected versions tailored for Europe and Asia to reflect differences in the product portfolio.
The standout piece was a static and motion-led infographic, an exploded view of the Shell Card, with the full suite of Shell Fleet Solutions unfolding from it, creating a world of services in one connected system.
One destination, all connected
The website also played a critical role in the external launch.
Working alongside our digital partner, Fourleaf, we informed the site architecture and managed a full rewrite of the website copy to remove duplication and align with the One Shell for every fleet narrative.
Clarity at every level
Now, Shell Fleet Solutions is presented with clarity and consistency, with simpler journeys for fleet managers – supported by a scalable foundation for the future.
Following launch, the work has continued across Shell Fleet Solutions and the wider mobility division. There have been separate projects to serve the Shell Card Reseller audience, and the Services On The Road product area, all built on the same unified brand.
