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 and human visual language that could stand apart from the category's polished sameness.
The challenge
ExxonMobil needed a cohesive visual system for social, web, print, and internal communications. The existing category language often felt overly polished and interchangeable, creating distance between the company and the people affected by its work.
ExxonMobil needed a cohesive visual system for social, web, print, and internal communications. The existing category language often felt overly polished and interchangeable, creating distance between the company and the people affected by its work.
The creative I helped lead a documentary-inspired visual refresh built around real people and working environments. Deep blacks, strong contrast, restrained red accents, purposeful typography, and more journalistic photography gave the brand greater energy and credibility.
The work was developed as a scalable guidebook and toolkit, not a one-time campaign look.
WHAT I LED
• Creative strategy, creative direction, and art direction for the visual refresh
• The recommendation to move from polished corporate imagery toward a more candid, documentary-inspired approach
• Development of the photography, typography, color, social, editorial, and motion system
• Direction of designers, photographers, videographers, drone operators, and producers
• Creation of a scalable guidebook and toolkit for teams working across multiple channels
• Creative strategy, creative direction, and art direction for the visual refresh
• The recommendation to move from polished corporate imagery toward a more candid, documentary-inspired approach
• Development of the photography, typography, color, social, editorial, and motion system
• Direction of designers, photographers, videographers, drone operators, and producers
• Creation of a scalable guidebook and toolkit for teams working across multiple channels
The outcome
The refresh gave ExxonMobil a more recognizable and human presence across channels. It also created a flexible system that internal and external teams could apply consistently across photography, social, editorial, video, and digital content.
The refresh gave ExxonMobil a more recognizable and human presence across channels. It also created a flexible system that internal and external teams could apply consistently across photography, social, editorial, video, and digital content.
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.
Links:
The moments between the poses
ExxonMobil Executive Portrait System
Progress, brought into focus
ExxonMobil Corporate Manifesto Films
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
The moments between the poses
ExxonMobil Executive Portrait System
Progress, brought into focus
ExxonMobil Corporate Manifesto Films
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
