CLIENT:
ExxonMobil
ExxonMobil
Role:
Creative Direction
Visual Strategy
Creative Direction
Visual Strategy
Collaborators
Photography:
Torrey Johnson
Videographer:
Billy Voerman
Drone:
Eddie Graham
Design & Art Direction:
Johansen Peralta
Producers:
Brian Higdon
Joe Fanelli
Shaun Morey
Photography:
Torrey Johnson
Videographer:
Billy Voerman
Drone:
Eddie Graham
Design & Art Direction:
Johansen Peralta
Producers:
Brian Higdon
Joe Fanelli
Shaun Morey
Disciplines:
Brand Identity
Photography
Social
Digital
Design Systems
Brand Identity
Photography
Social
Digital
Design Systems
We gave ExxonMobil a more candid, human visual language that set it apart from the polished sameness of the category.
The challenge
ExxonMobil needed a cohesive visual system for social, web, print and internal communications. The category's visual language felt polished and interchangeable, and it put distance between the company and the people its work affects. The goal was to make the brand feel less author
ExxonMobil needed a cohesive visual system for social, web, print and internal communications. The category's visual language felt polished and interchangeable, and it put distance between the company and the people its work affects. The goal was to make the brand feel less author
The creative approach
We built a documentary-style visual refresh around everyday workers and real working environments instead of executives. The photography was more editorial and journalistic, paired with deep blacks, strong contrast, restrained red accents and more conversational typography.
We designed it as a guidebook and toolkit so teams could keep using it well beyond a single campaign.
WHAT I LED
• Creative strategy, creative direction and art direction for the visual refresh
• The recommendation to move from polished corporate imagery to a candid, documentary approach
• The photography, typography, color, social, editorial and motion system
• Direction of the designers, photographers, videographers, drone operators and producers
• A guidebook and toolkit for teams working across channels
The outcome
The refresh gave ExxonMobil a more recognizable, human presence across channels and a system internal and external teams could apply consistently.
Photography
Social
3D Graphics
Editorial
Refresh Style Guidebook (selected pages)
More from ExxonMobil
The Visual Refresh became the foundation for a broader body of work—here's where it went next.
The moments between the poses
ExxonMobil Executive Portrait System
Progress, brought into focus
ExxonMobil Corporate Manifesto Films
The moments between the poses
ExxonMobil Executive Portrait System
Progress, brought into focus
ExxonMobil Corporate Manifesto Films
Built on trust. Moving forward
ExxonMobil Shareholder hightlights
And one story took the visual language in a different direction:
From Nobel science to lithium's future
The Lithium Legend, a portrait of Dr. M. Stanley Whittingham
